One in 10 energy consumers rate sustainability over price

More than one in 10 energy consumers say a supplier’s ethical or sustainable credentials are the main factor they take into account when considering switching. That’s according to the results […]

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By Jonny Bairstow

More than one in 10 energy consumers say a supplier’s ethical or sustainable credentials are the main factor they take into account when considering switching.

That’s according to the results of a survey conducted by Echo Managed Services, which suggests a better public image can increasingly make a company more attractive, even compared to competitors offering lower prices.

Around 12% of the 1,000 people surveyed said they would be likely to give more weight to corporate social responsibility than price when choosing a supplier.

Another 16% say they would switch providers if their current supplier became involved in a public scandal, such as being exposed for poor customer service or in instances such as Volkswagen’s emissions scandal.

A third stated they would change suppliers to protest against poor customer service and a fifth claimed they would switch if advised to do so by experts in the media.

Despite this, price still remains a motivating factor for most consumers – 61% said they would switch to avoid price hikes.

Monica Mackintosh, Customer Services Director at Echo Managed Services, said: “Businesses – whether they operate in a competitive or monopoly market – need to be more conscious about how they are perceived by customers and rather than engaging in a race to the bottom pricewise, should be putting more focus on general business practices.”