As I was reviewing a restaurant on Yelp, I got to thinking about factors that affect purchasing decisions. Of course the quality of the goods, food, or service is a primary factor, but I would guess for many folks, a secondary factor is: Do the values of the retailer or producer align with mine? For example, I’ve heard people frequenting Molly Moon’s Ice Cream in Seattle because it’s owner is a former progressive political organizer. Or when I visited the Lake Chelan (WA) Starbucks, they had a board highlighting their community involvement. Or Seattle Coffee Works and their Obama Blend. And of couse, we’ve all seen the "Made in USA" labels.
It seems like businesses have realized that their politics, community involvmenet, and/or supply chain affects consumer purchasing decisions.
If these are factors in consumer purchasing decisions, should they also be included in online reviews?