Young consumers' considerations of healthy working conditions in purchasing decisions: a qualitative examination.
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.
a Human Factors Engineering Lab, Department of Mechanical and Industrial Engineering , Ryerson University , Toronto , ON Canada.
Shane M
SM
Dixon
b Umeå School of Business and Economics , Umeå University , Sweden.
Anna-Carin
AC
Nordvall
c Office of the Vice President of Research and Innovation , Ryerson University , Toronto , Canada.
Wendy
W
Cukier
a Human Factors Engineering Lab, Department of Mechanical and Industrial Engineering , Ryerson University , Toronto , ON Canada.
W Patrick
WP
Neumann
D022126:Access to Information; D000328:Adult; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D008297:Male; D008420:Manufactured Materials / Q000191:economics / Q000600:supply & distribution; D040541:Marketing; D016272:Occupational Health; D036301:Qualitative Research; D055815:Young Adult
Ergo-brand; Ethical consumption; ergonomics; human factors strategy; marketing