Shoppers back a charity top-up

Nearly half of UK shoppers would be prepared to pay more for their goods if a percentage of the profits were donated to a "worthwhile" charity, a new study has revealed.

A survey of 1,200 UK shoppers, conducted by ethical marketing specialist agency Feel, showed 43 per cent of respondents would spend 20p more on a standard household item and 25 per cent would pay an extra 30p if they knew it would benefit a good cause.

Commenting on the survey, communications specialist Mirella von Lindenfels said: "It speaks for the power of a charity's brand that people would be willing to pay more - although how much charities would get is hard to say.

"Large charities would probably get a better deal, but as long as the product was appropriate for the cause, it would be worth doing. It is a fantastic way to drive a brand forward."

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