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Young consumers' co...
Young consumers' considerations of healthy working conditions in purchasing decisions : a qualitative examination
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- Shane, Dixon (författare)
- Ergo-brand
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- Nordvall, Anna-Carin (författare)
- Umeå universitet,Företagsekonomi,Ergo-brand,Umeå universitet, Företagsekonomi
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Cukier, Wendy (författare)
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- Neumann, Patrick (författare)
- Ergo-brand
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visa färre...
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(creator_code:org_t)
- 2016-06-16
- 2017
- Engelska.
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Ingår i: Ergonomics. - : Taylor & Francis Group. - 0014-0139 .- 1366-5847. ; 60:5, s. 601-612
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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https://urn.kb.se/re...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- healthy working condition
- ethical consumption
- ergonomics
- human factors strategy
- Ergo-brand
- marketing
- företagsekonomi
- Business Studies
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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