"A Fair-Trade-Like Certification for Gender Equality: Consumers say they want to shop ethically, but how many of them actually do?", 26 Aug 2014

There are certifications for everything...Now, there's another, given to companies that treat their female employees fairly..Ninety percent of respondents to a survey done last year by Conecomm, an American public-relations agency, said they’d be more loyal to a company that seemed socially responsible...But saying you view a product favorably is different from actually buying it, and a dyad of telling statistics from Conecomm’s survey illustrates this: 88 percent of respondents said they’d buy a socially beneficial product if given the opportunity, but only 54 percent actually had done so in the past year...Some researchers have found self-reported beliefs about buying habits to be so unreliable and useless that they decided to stop polling people about them. [refers to L'Oreal]