BBB Research: Consumers prefer A+ rated, BBB Accredited businesses

How much do BBB business profiles affect consumer behavior?   The data is based on over 1,000 responses from an IABBB survey of American adults in January 2021.  Note that the responses shown are only for those respondents who indicated that they were familiar with BBB.

In the graph, we see that 88% of consumers said they were more likely to purchase from a business if it had an A+ or A rating, 78% of consumers said they were more likely to purchase from a business if it displayed a BBB Accreditation seal, and 68% of consumers said they were less likely to purchase from a business if it had an F or D rating.

For approximately 1,000 respondents in Canada, we saw very close results to what we saw for the U.S.: 87% of Canadian consumers said they were more likely to purchase from a business if it had an A+ or A rating, 76% of Canadian consumers were more likely to purchase from a business if it displayed an accreditation seal, and 67% of consumers were less likely to purchase from a business if it had an F or D rating

BBB promotes marketplace TRUST.  We want to steer consumers toward businesses that are honest, responsive, ethical, transparent and have integrity; we want consumers to avoid businesses that score low on our BBB Standards for Trust.

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