Young consumers’ considerations of healthy working conditions in purchasing decisions: a qualitative examination
(English)In: Ergonomics, ISSN 0014-0139, E-ISSN 1366-5847Article in journal (Refereed) In press
Research has suggested that products manufactured under healthy work conditions (HWC) may provide a marketing advantage to companies. This paper explores young consumers’ considerations of HWC in purchasing decisions using data from qualitative interviews with a sample of 21 university students. The results suggest that interviewees frequently considered the working conditions of those who produced the products they purchased. Participants reported a willingness to pay 17.5% more on a $100 product if it were produced under HWC compared to not. Their ability and willingness to act on this issue was, however, hampered a lack of credible information about working conditions in production, the limited availability of HWC goods and a presumed higher price of HWC goods. While caution should be applied when generalising from this targetable market segment to a general population, these results provide actionable direction for companies interested in using a HWC brand image to gain a strategic sales advantage.Practitioner Summary: This interview study shows that young consumers are interested in, and willing to pay a premium for, goods made under healthy working conditions (HWC). Reported barriers to acting on this impulse include a lack of credible information on working conditions. Ergonomics can help provide a strategic marketing advantage for companies.
Place, publisher, year, edition, pages
Taylor & Francis Group.
healthy working condition
Other Social Sciences
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-121810DOI: 10.1080/00140139.2016.1193634OAI: oai:DiVA.org:umu-121810DiVA: diva2:934496