Journal of Sustainable Marketing reposted this
William R. Johnson Jr. Distinguished Professor, Shidler College of Business, University of Hawaii at Manoa, Editor-in-Chief, Journal of Sustainable Marketing
I'm about half-way through a book, The Heat Will Kill You First, by Jeff Goodell (2023). It's a jarring and difficult read, but not alarmist as his writing is based on scientific evidence peppered with distressing true anecdotes. One issue that is abundantly clear to me is the importance of promoting consumer choices that emphasize fair trade certification that specifically verifies that a given product was grown, harvested, manufactured, transported, etc. with a high regard for worker safety in terms of avoiding heat illness and/or death. This book dramatically demonstrates that companies, policymakers, and consumers need to develop a keener awareness and understanding of the heat risk factor associated with the production and transportation of goods and services they make/regulate/purchase. This shift will require far more specific "fair trade" certification processes that result in labels that go beyond Amazon's "Climate Pledge," for example, to include "Worker Heat Stroke Safe" or some other clear labeling. The Journal of Sustainable Marketing welcomes research on this and many other critical topics related to safeguarding the future of our children and grandchildren. For more information, please visit the "Aims and Scope" section on the journal's website: https://lnkd.in/gQXW6Gy7 #sustainablemarketing #green #sustainable #marketing #fairtrade #workersafety #heatstroke #corporatesocialresponsibility
Dana Alden, fascinating observations. Studies have shown that consumers respond better to their own health risk factors (than broader climate data). Facts on Human/Labour Conditions and Stringent Sustainability certification requirements that capture/promote ways to improve human and health dimensions will appeal to consumers/investors. Once again - creative balance of voluntary and required policy measures/compliance.
Professor and Area Head of Marketing at Stony Brook University
2moI think this conversation is so important. Kimberly Rios and I published a paper in JBE in 2015 on consumer receptiveness to Fair Trade labeling and we found that consumers who were high in Social Dominance Orientation were more likely to "reject" fair trade because the calls to fairness didn't orient well with their motives of preserving the status quo. I would think that we would see a similar pattern with climate certifications.