Sept. 4, 2008 - A new consumer survey from The Body Shop indicates that despite the tough economic climate, ethics are as important - if not more important - than price among today's increasingly eco-conscious consumers.

Just over three-quarters (76%) of U.S. consumers are now thinking more about a company's scruples when shopping than they did five years ago, and 43% of those polled say that they make those purchasing decisions on a weekly basis, the survey finds.

"If retailers respond to the expectations of the eco-shopper everyone will benefit. It is a win-win for everyone," says Shelley Simmons, director of brand & values initiatives for The Body Shop.

Some other key findings from the study:

• 70% of respondents cite quality of goods and trust in the brand as their criteria for buying a product.
• 39% say they purchase based on the ethical reputation of a company.
• 38% say price and value is their criteria for purchase.

The Body Shop is responding to consumer interest by providing an online community for "greenfluencers" to spread the word about ethical products. It recently launched the Together & Fair Pledge initiative, a Facebook community that enables shoppers to tell at least one person a week about a new ethical product or service they have discovered.

"The power of the internet and word of mouth is huge," says Simmons.