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

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. Practitioner Summary: The ‘Ergo-Brand’ proposition suggests that companies can gain competitive advantage because consumers prefer to buy goods made under good working condition – a goal of ergonomics. We relate this to the ‘ethical consumer’ research, and demonstrate in a survey that consumers report preferring goods made under good conditions.