Consumer demand as a driver of improved working conditions : the 'Ergo-Brand' proposition

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences (hsv//eng)

SAMHÄLLSVETENSKAP  -- Annan samhällsvetenskap -- Arbetslivsstudier (hsv//swe)

SOCIAL SCIENCES  -- Other Social Sciences -- Work Sciences (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

consumer attitudes

ergonomics

human factors

healthy work conditions

ethical consumerism

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)