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Consumers' willingness to pay more for ethical products in the UK 2017, by generation

Share of consumers willing to pay 20 percent or more for an ethical product in the United Kingdom (UK) as of 2017, by generation*

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Release date

March 2018


United Kingdom

Survey time period


Number of respondents

approx. 25,000

Age group

16 years and older

Special properties

nationally representative sample

Method of interview

Online survey

Supplementary notes

* The source defines the following generational groups as:
Generation Z: age group of 16 to 24 year olds.
Generation Y: age group of 25 to 34 year olds.
Generation X: age group of 35 to 54 year olds.
Generation BB: age group of over 55 year olds.

** The source does not specify the exact date of survey.

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Statistics on "Ethical retail in the UK"

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