Citation

Neumann WP, Dixon SM, Nordvall AC. Ergonomics 2014; 57(8): 1113-1126.

Affiliation

a Department of Mechanical and Industrial Engineering , Ryerson University , 350 Victoria Street, Toronto , Ontario , Canada M5B 2K3.

Copyright

(Copyright © 2014, Informa - Taylor and Francis Group)

DOI

10.1080/00140139.2014.917203

PMID

24840257

Abstract

This article develops and explores the 'Ergo-Brand' proposition, which posits that consumers may prefer to buy goods that are made under good working conditions (GWCs). This preference would enhance a differentiation strategy for companies, thereby fostering the application of ergonomics in production. This proposition is developed in the context of a narrative review of the literature on 'ethical consumerism'. This is supplemented with a survey study, conducted in both Canada and Sweden (n = 141) to explore this proposition.

RESULTS indicate that consumers would prefer goods made under GWCs, but not unconditionally as quality and price concerns were ranked higher. Access to information on the working conditions in production was seen as a barrier. Nevertheless, the Ergo-Brand concept may be a viable avenue in promoting attention towards ergonomics in companies - particularly if consumer habits are subject to intervention by advertising. Further research on this strategy is warranted.

Language: en