A new survey has found that nearly half of consumers say they will pay more for a brand that advocates for something they believe in. Conversely, more than half say they will quit buying a brand that doesn’t align with their beliefs and values.

According to the 2017 "Meyocks Produce Branding Survey," more than 60% of consumers think brands should advocate for their customers and their interests -- and they take it seriously. Nearly a quarter (24%) say they have already boycotted a brand when its actions didn’t align with their beliefs. Specifically, consumers think produce brands should advocate for environmental issues (71%), social issues (34%) and local organizations (33%).

In fact, nearly 75% of consumers say they expect brands to provide value-added information. Consumers say they are looking for brands to share how to get the most out of products (60%), different ways to use products (60%) and tools to make better product choices (49%).

The Meyocks survey also found that 65% of consumers agree that it’s important for brands to offer inspiration. Consumers specifically want brands to inspire them to be better (66%), more involved in environmental issues (48%), more involved in helping others (32%) and to play stronger roles in their families (31%).

The survey looked specifically at fresh produce but certainly has application to all market segments serving the consumer market.