Environmental awareness has a price

SUSTAINABILITY In Switzerland, it is primarily the price that determines the purchase decision. Interest in sustainability and fair production conditions increases with age and personal budget. This is shown by the results of the "Most Trusted Brands" market research study.When shopping, the majority of the Swiss population pay attention to the price first and foremost (57%), in French-speaking Switzerland the figure is as high as 68%. Almost one in two people attach importance to a product being produced fairly and humanely; the same applies to products from regional production (both 48%). From the age of 60, the interest in fair production conditions (57%) and regionality of the goods (59%) then comes to the fore. A short transportation route also has a positive influence on the purchasing decisions of survey participants with an income of CHF 8,000 or more (56%). In contrast, around a third of 18 to 29-year-olds (31%) do not care where the product is made.Fairness, humanity and regionality in production:

Older people in particular make sure that products are produced fairly and humanely. (Graphic: © 2016 Most Trusted Brands by Reader's Digest) Brand loyalty - a question of price? Not necessarilyAt first glance, brand loyalty appears to be a question of price: 54% of survey participants find it unnecessary to spend more money on a branded product if there is a cheaper alternative. Nevertheless, around 57% of the men and women who responded admitted that they only buy certain products from a specific brand. These statements underline the importance of the survey results on brand trust communicated by Reader's Digest back in March: Swiss consumers remain loyal to their favorite brands even in turbulent times.New brands have a hard time30% of all survey participants opt for branded goods when shopping because they expect them to be of high quality. This view is again held primarily by the over-60s (38%) and people in the highest income bracket (37%). This expectation also appears to be much more widespread in German-speaking Switzerland (33% of respondents) than in French-speaking Switzerland (20%). In French-speaking Switzerland, the need for exclusivity is higher: 28% of French-speaking respondents would prefer a high-quality product from a lesser-known manufacturer in order to own something special (German-speaking Switzerland: 17%). Products from new brands, on the other hand, have a hard time in both parts of the country and across all age groups. Only 16% of all survey participants are interested in them.Quality and exclusivity of brands: