The “How do you shop?” survey was conducted via Google Forms and shared with family, friends, and Columbia Business School students between November 24-29, 2024. Participants were told their responses would remain anonymous and encouraged to share the survey with others to broaden participation. The survey included seven questions about how they comparison shop and eight questions about demographics, which were all optional.

In total, 63 people responded. While this represents a small and demographically skewed sample, their answers align closely with findings from established academic and market research on consumer demand and willingness to pay for socially and environmentally responsible products. (For example, see research from The Conference Board, Fairtrade America, Forrester’s, and Bain Consumer Lab.)

The main takeaways:

  1. Nearly all participants reported doing some level of research before purchasing a wide range of products, particularly electronics and appliances (98% and 97%, respectively); and athletic gear and furniture and decor (87% and 86%).

  2. More than half of participants indicated that information on a company’s use of child and forced labor (65%), air and water pollution (60%), and worker safety and wages (57%) would “often” or “always” influence their purchasing decisions if they had that information for all products. The impact of these company practices on purchasing decisions was high regardless of political leaning.

  3. Participants overwhelmingly said they want more information about a brand’s labor and environmental practices, and up to 24% said they’d be willing to pay for it.

  4. Participants indicated they were most likely to trust a politically-centric news organization like Associated Press (67%) for this information – and, to a lesser extent, The New York Times (60%) and packaging labels (41%). By contrast, they were considerably less likely to trust the company (24%), e-commerce platforms (21%), and AI risk assessment tools (14%). Respondents also cited sources like the Wall Street Journal and Consumer Reports as trusted and influential.

  5. Participants were asked to share a time when they learned something that changed which products they buy. Their responses highlight that consumers are deeply influenced by ethical, safety, and quality considerations, and are willing to give up favorite brands – and even entire product categories like chocolate and tuna – if they learn they’re misaligned with their values.


I. Comparison Shopping


What types of research do you do when shopping for the following types of products? (Required)




On a scale of 1-5, how much would the following factors impact your buying choices if you had all information for all products? (Required)




How satisfied are you with the level of information you have on the following when deciding which products to buy? (Required)




On a scale of 1-5, how much would you trust the following sources for information about a company’s environmental and labor practices? (Required)




Please share a time when you learned something that changed which products you buy. What was the source of information? What did you learn? How did it impact your buying behavior and why? (Optional)

Key themes include:

  1. Ethical Practices and Social Responsibility: Several respondents stopped purchasing products or brands due to unethical labor practices (e.g., SHEIN, Brewdog, Abercrombie & Fitch, and Chic-fil-A), environmental concerns (e.g., almond milk, out-of-season produce), or political overreach (e.g., Penzeys Spices). Some respondents reported avoiding entire product categories, such as meat or tuna, due to environmental and ethical concerns.

  2. Sources of Information: Trusted sources like The Wall Street Journal, New York Times, and Consumer Reports were frequently cited as influential. Social media platforms (e.g., TikTok, YouTube, Reddit) played a significant role in shaping decisions for some, while others distrusted these sources. Overall, respondents emphasized the importance of transparency in reviews and cross-verifying information from multiple sources before making decisions.

  3. Health and Quality Concerns: Discoveries of harmful substances in products (e.g., chemicals in spatulas, glyphosate in chickpeas) and poor product quality and durability (e.g., cheaply made products from SHEIN) influenced purchasing decisions.



What have you found frustrating when researching product reviews (for example, on sites like Wirecutter, Consumer Reports, or Amazon)? What would you change? (Optional)

Key themes include:

  1. Frustration with product reviews due to concerns about inconsistent, fake, biased, or paid ratings and reviews, particularly on platforms like Amazon and TripAdvisor.

  2. Platforms are outdated or difficult to navigate, especially for younger users who prefer visually engaging formats like videos and influencer comparisons. Other common issues included inconsistent or insufficient information, discontinued products, and paywalls restricting access to reviews.

  3. Suggested improvements included greater transparency in testing methodologies and clearer explanations of ratings, better verification systems, centralized review aggregation, and more visual content to assess product quality.



Other than price, what factors not listed above would influence your buying choices, if you had that information for all products? (Optional)


II. Demographics


What generation are you? (Optional)


What region do you most identify with? This could be where you live or where you’re from if you haven’t lived in your current location for very long. (Optional)


Who shares your household? Check all the apply. (Optional)


What racial or ethnic group(s) describe you? (Optional)


What gender describes you? (Optional)


What do you consider your household income relative to others in the U.S.? (The median was $80,610 in 2023.) (Optional)

Survey showed a linear scale with 1 = Low and 5 = High.


What do you consider yourself politically? (Optional)

Survey showed a linear scale with 1 = Conservative and 5 = Liberal.


How often do you read, watch, or listen to the news? (Optional)

Survey showed a linear scale with 1 = Never and 5 = Constantly.