Consumer demand as a driver of improved working conditions: the 'Ergo-Brand' proposition
2014 (English)In: Ergonomics, ISSN 0014-0139, E-ISSN 1366-5847, Vol. 57, no 8, 1113-1126 p.Article in journal (Refereed) Published
This paper develops and explores the “Ergo-Brand” proposition; which posits that consumersmay prefer to buy goods that are made under good working conditions (GWC). This preferencewould enhance a differentiation strategy for companies, thereby fostering the application ofergonomics in production. This proposition is developed in the context of a narrative review ofthe literature on ‘ethical consumerism’. This is supplemented with a small pilot survey study,conducted in both Canada and Sweden (n=141) to explore this proposition. Results indicate thatconsumers would prefer goods made under GWC, but not unconditionally as quality and priceconcerns were ranked higher. Access to information on the working conditions in productionwas seen as a barrier. Nevertheless, the Ergo-Brand concept may be a viable avenue topromoting attention to ergonomics in companies – particularly if consumer habits are subject tointervention by advertising. Further research on this strategy is warranted.
Place, publisher, year, edition, pages
2014. Vol. 57, no 8, 1113-1126 p.
consumer attitudes, ergonomics, human factors, healthy work conditions, ethical consumerism
Other Social Sciences Work Sciences Economics and Business
IdentifiersURN: urn:nbn:se:umu:diva-86925DOI: 10.1080/00140139.2014.917203ISI: 000339404800001OAI: oai:DiVA.org:umu-86925DiVA: diva2:704865