The Ergo-Brand Strategy

The ‘Ergo-Brand’ proposition explores the idea that consumer demand for products made under good working conditions (GWCs) can be used as a lever to increase a company’s drive to improve the working conditions for the employees producing their goods.  Thus, the "Ergo-Brand’ proposition suggests that companies can gain competitive advantage from having good working conditions at work.  

This project uses survey and interview techniques to study this issue from the perspective of the consumer.  We ask:  Do customers care about working conditions of the goods they purchase?  If they DO care, are they willing to pay a premium for such goods?  The short answer is:  yes consumers seem to care, but reliable information on working conditions in production is missing.   This is why the HFE lab has initiated the Corporate Social Responsibility Reporting Projects.

Associated Research Themes:

• Firm Strategy

Associated Papers and Publications:

• Consumer demand as a driver of improved working conditions: The “Ergo-Brand” Proposition (external link)  (Short listed for a Best Paper Award in 2014)

• Ergonomics action research I: shifting from hypothesis testing to experiential learning (external link) 
• Reflecting on a program of participatory ergonomics interventions: a multiple case study (external link)