Wal-Mart's negatives on the rise

NEW YORK (CNNMoney.com) -- Consumers' favorable perceptions of Wal-Mart Inc. slightly edged higher in the United States but has slowly dropped in recent years, according to a survey.

Wal-Mart Watch, an organization which studies the impact of large corporations on society, found that the rating of consumers who prefer the world's largest retailer inched up to 71 percent from 69 percent last year, but saw an overall decline from the 76 percent observed in 2005.

The decline in favorability was seen particularly among respondents over 65, Midwest residents, and consumers living in rural areas.

Over the last year, 27 percent of respondents reported developing an increasingly negative opinion of Wal-Mart (Charts), surpassing the percentage of negative views of rivals Target (Charts) (11 percent) and Costco (Charts) (4 percent) over the same period of time.

The survey also found that Wal-Mart consumers changed their shopping behavior, as 11 percent shopped less often at the retailer and 9 percent purchased less items because of Wal-Mart's business and labor practices.

About one third of respondents of rare/non-shoppers reported disapproval of the company's policy as the primary reason they rarely or never shop at Wal-Mart.

Rare/non-shoppers said their views of the retailer's treatment of employees, communities, small businesses, the environment, minorities, and women had an impact on their choice to rarely or never shop at Wal-Mart.

Wal-Mart Watch's national polls were conducted in late 2005, early 2006, and, throughout February and March of 2007.

-- from staff and wire reports

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