Consumers care about safe & fair labor

87% of consumers would pay extra for a product that guaranteed a living wage and safe working conditions.

Consumers are willing to pay extra for a certification label that ensures a living wage and safe working conditions

87% of consumers would pay extra for a product that guaranteed a living wage and safe working conditions. That is one conclusion from a survey of 1000 American households conducted by Prof. Philip Howard and Patricia Allen at the University of California, Santa Cruz. Howard and Allen’s study shows that the vast majority of US consumers demand, and are willing to pay extra for, confidence about the source of their products and services. This study suggests that there is a significant, wide-ranging demand for the Thayer Certified SAFE & FAIR label.

This research also reinforces two important findings common to social labeling studies:

  • Men and women of all ages are equally willing to pay for SAFE & FAIR labor.
  • People of all incomes and education are equally willing to pay for SAFE & FAIR labor.In fact, if anything, richer, better educated consumers are LESS willing to pay.

In a phone conversation with Prof. Howard, he pointed out that anecdotal evidence from his research has led him to believe that many people believe that the better workers are treated, the better the quality of their products will be. He said that this connection between labor conditions and perceived quality is most prevalent in food, but may be applicable to other industries. Check out the details of the study, below.