Friday, March 19th, 2010 - MasterCard Worldwide
Merchant Social Responsibility an Important Consideration in Making Purchase

Hong Kong: Shopping with a conscience is taking off in Hong Kong, with 65% of respondents buying items that are based on fair trade principles. The latest survey from MasterCard also shows ho w 58% of the respondents purchase certain items because a percentage of the sale is donated to a good cause, and how 56% buy environmentally friendly items. The survey was conducted via online interviews in the fourth quarter of 2009 and involved 3,500 consumers from 13 markets across Asia/Pacific and Africa. The survey and its accompanying reports do not represent MasterCard financial performance.

More than 80% of the respondents (81%) in Hong Kong also indicated that they will go out of their way to purchase gifts that are environmentally friendly as well as pay more for such items (77%). This is less so for products based on fair trade or with a percentage being donated to a good cause.

In Hong Kong, both female and male respondents embrace the same ethos and principles when making purchases across the key indicators surveyed, while a higher percentage of female respondents are concern about social responsibilities. Respondents aged 45-49 are relatively more willing to pay more for gifts that are socially responsible than other age groups. Environmentally and socially responsible merchants are a big draw for shoppers with over 70% of the respondents in Hong Kong more or somewhat likely to make a purchase.

Amongst those surveyed, retail outlet was found to be the preferred point of purchase with over 70% of the respondents in Hong Kong, compared to online channel when it comes to responsible gift purchases. However, for respondents who stated that they make their purchases online, over 60% agreed that there are more choices online for environmentally friendly items (61%) or products based on fair trade principles (64%). More than half of the respondents (57%) stated that they will be able to get the same products at discounts on environmentally friendly products that may otherwise be expensive in retail outlets.

“There is a shift towards ethical shopping for a new class of knowledgeable and discerning shoppers in the region. The latest MasterCard survey demonstrates that consumers are looking beyond discounts and are drawn towards ethical practices - fair trade principles or eco-friendly products. Consumers are now aware that even when they make their purchases, they can make a difference,” said Georgette Tan, vice president, Communications, Asia/Pacific, Middle East and Africa, MasterCard Worldwide.

“MasterCard® Purchase with Purpose™, MasterCard’s social responsibility and citizenship efforts across the Asia/Pacific, Middle East and Africa region, seeks to complement this trend of shopping with a conscience. Purchase with Purpose enables consumers to play a part in giving back to the community when they use their MasterCard cards, helping them contribute to a good cause even as they go through their everyday activities. This is at the heart of a drive by MasterCard to encourage responsible spending and to make a difference in someone else's life.”

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Norris Lo
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Bonnie Cheung

P: (852) 2533-9975


MasterCard Survey Ethical Shopping Hong Kong


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