The majority of consumers will pay more for safety
In all markets, the significant majority of consumers indicated they were prepared to pay a premium for footwear products that achieve exemplary safety standards. Willingness to pay more for safe products was greatest in China (89%) and India (91%). The aggregate proportion of consumers across all markets that were willing to pay more was 78%. This response exceeded the expectations of the business community respondents, who believed that only 71% of consumers would be willing to pay more for safe footwear products.