THE Co-op has topped a survey on supermarkets' corporate social responsibility carried out on behalf of The Grocer magazine.
Some 2,120 shoppers were questioned by Harris Interactive about retailers' green credentials and socially responsible initiatives.
When asked to rank supermarkets in terms of their commitment to being green, being part of the community and being an ethical consumer, shoppers voted the Co-op top in each category. And, according to the survey, 46% of consumers say they would change where they shop if a competitor showed more commitment to green and ethical issues.
The results come hot on the heels of another survey earlier this month from the international institute AccountAbility and the National Consumer Council showing the Co-op is the most trusted brand in the eyes of consumers.
Zoe Morgan, Director of Marketing at the Co-operative Group, said: "This research reinforces the high regard consumers have for those supermarkets which act in a socially responsible way.
"Research we have carried out in connection with our new brand identity clearly bears this out. By using the words 'The co-operative' we are making a statement about our straightforward, open and honest approach to business, which connects with our customers and members."