Citation

Dixon SM, Nordvall AC, Cukier W, Neumann WP. Ergonomics 2016; 60(5): 601-612.

Affiliation

Human Factors Engineering Lab, Department of Mechanical and Industrial Engineering , Ryerson University , Toronto , ON Canada.

Copyright

(Copyright © 2016, Informa - Taylor and Francis Group)

DOI

10.1080/00140139.2016.1193634

PMID

27309493

Abstract

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 by  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.

Language: en