Consumer demand as a driver of improved working conditions: the 'Ergo-Brand' proposition.

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… (More)
DOI: 10.1080/00140139.2014.917203

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