These are the complete results from our survey. For reasons of space we have excluded the freetext responses to questions 14 or 16. If you are interested in finding out more please contact

	Demographics

1. Are you Male or Female?     Response Percent Response Total     Male 28.3% 290     Female 71.7% 733 Total Respondents   1023 (skipped this question)   50

2. Please indicate your age     Response Percent Response Total     0-10 0% 0     11-18 2.6% 27     19-25 16.1% 167     26-35 72.1% 746     46-55 6.9% 71     56-65 1.9% 20     66-75 0.3% 3     76-85 0% 0     86-95 0% 0     96+ 0.1% 1 Total Respondents   1035 (skipped this question)   38

3. What part of the UK do you live in?   Response Percent Response Total     East Anglia 1.7% 13     London 63.1% 495     Midlands 4.2% 33     North West of England 3.1% 24     Northen Ireland 0.5% 4     North East of England 2.4% 19     South West of England 3.6% 28     South East of England 16.6% 130     Scotland 4.5% 35     Wales 0.4% 3 Total Respondents   784 (skipped this question)   289

4. If you live outside of the UK, please enter the country below    Total Respondents   278 (skipped this question)   795

5. What job do you do?    Total Respondents   1017 (skipped this question)   56

	Ethical Criteria

6. What criteria would an item of clothing have to offer if sold as ‘ethical’? Tick as many as apply. If you have any other criteria, please enter them into the box below   Response Percent Response Total   No sweatshops 85% 864   No child labour 92.2% 938   Organic fabrics used 27.3% 278   Community producing it directly benefits 72% 732   Percentage of profits given to charities or causes 28.5% 290     Other (please specify) 17.7% 180 Total Respondents   1017 (skipped this question)   56

	Would you purchase ethical products

7. Would you be prepared to purchase an item of clothing if you knew that it was ‘ethically produced’?   Response Percent Response Total     Yes 81% 832     No 1.2% 12     Don't Know 17.8% 183 Total Respondents   1027 (skipped this question)   46

	Purchasing Decesions

8. If you were to purchase an item of ethical clothing, what other criteria would affect purchase decision? Please Tick all that apply   Response Percent Response Total   Ethically produced is enough 10.4% 104   Comparable price to High Street stores / fashion chains e.g. Zara, Banana Republic, Next 70% 698   Comparable quality to High Street stores/ fashion chains e.g. Zara, Banana Republic , Next 82.5% 823   Comparable style to High Street stores/ fashion chains e.g. Zara, Banana Republic, Next 72.8% 726 Total Respondents   997 (skipped this question)   76

	Attitudinal

9. Could you please let us know if you strongly agree, slightly agree, slightly disagree or strongly disagree with the following statements. If you are not sure please enter Don’t Know Strongly Agree Slightly Agree Slightly Disagree Strongly Disagree Don't Know Response Average I buy clothes because they are stylish – I don’t care how they are produced 10% (98) 37% (368) 34% (333) 15% (146) 4% (37) 2.65 There are certain brands that I would never buy from for social, economic and political reasons 26% (251) 33% (324) 20% (196) 12% (121) 9% (89) 2.46 If I know that my clothes are ethically produced, I am willing to pay a small premium for it 21% (206) 50% (486) 16% (161) 6% (56) 7% (70) 2.28 As long as I am not paying more, I would rather buy something that is ethically made. 56% (542) 27% (264) 11% (110) 3% (29) 3% (29) 1.71 If the clothes are stylish, I would rather buy ones that are ethically produced. 60% (586) 32% (315) 3% (34) 1% (10) 4% (38) 1.57 If the clothes are of reasonably good quality, I would rather buy ones that are ethically produced 54% (538) 36% (355) 4% (39) 2% (17) 4% (39) 1.65 Total Respondents   986 (skipped this question)   87

	Papers and Values

10. Please indicate which publications (newspapers and magazines) you read at least once a month. If we have missed any please enter them into the other field   Response Percent Response Total   Observer 23.8% 217   Guardian 44.3% 404   Times 36.9% 336   Telegraph 13.9% 127   Sun 11.9% 108   Mirror 7.5% 68   Mail 13.5% 123   Express 5.7% 52   Eve 2.9% 26   Vogue 15.1% 138   Tatler 4.1% 37   Marie Claire 17.5% 159   Other 8% 73   Other (please specify) 56.1% 511 Total Respondents   911 (skipped this question)   162

	Books Read

11. Please indicate which of the following books you have read. Please tick all that apply.   Response Percent Response Total   No Logo - Naomi Klein 65.5% 228   Fast Food Nation - Eric Schlosser 42% 146   Captive State - George Monbiot 8% 28   Global Me - Gregg Zachary 1.7% 6   The Silent Takeover - Noreena Hertz 6.3% 22   Stupid White Men - Michael Moore 19.5% 68   Business Unusual - Anita Roddick 19.3% 67 Total Respondents   348 (skipped this question)   725

	Purchasing

12. Do you purchase FairTrade Food Products such as coffee, bananas etc   Response Percent Response Total     Yes 58.5% 561     No 22.9% 220     Don't Know 18.6% 178 Total Respondents   959 (skipped this question)   114

13. Have ever purchased products for political, social or economic reasons ie dolphin friendly tuna   Response Percent Response Total     Yes 65.4% 628     No 19.9% 191     Don't Know 14.7% 141 Total Respondents   960 (skipped this question)   113

14. If Yes, Please let us know which ones and why?    Total Respondents   489 (skipped this question)   584

15. Have you ever boycotted any products for political, social or economic reasons i.e South African apples?   Response Percent Response Total     Yes 53% 506     No 37.9% 362     Don't Know 9.1% 87 Total Respondents   955 (skipped this question)   118

16. If Yes , please let us know which ones and why    Total Respondents   421 (skipped this question)   652

	Thank You

17. Thank you for your time. We are launching our first range in Spring 2003, if you would like to be kept informed of what ethically me is doing please enter your email address below.    Total Respondents   515 (skipped this question)   558

For more information, please contact