Date of Award


Degree Name

Master of Arts



First Advisor

Dr. Alyce M. Dickinson

Second Advisor

Dr. Mark Alavosius

Access Setting

Masters Thesis-Open Access


This study examined variables that influenced the purchase of costly safety equipment by small business owners. Participants were 21 members of a self-insurance group (SIG) comprised of auto recyclers. Eight sets of variables were examined: (a) marketing tools (video, graphic safety data, and price discount), (b) business demographics, (c) worker’s compensation history, (d) personal history, (e) available technology, (f) safety management practices, (g) safety products purchased in the past, and (h) interest in safety services provided by the SIG. Purchasers (N=7) and nonpurchasers (N=14) were divided into groups, and independent t-tests were calculated for each variable. Only one of 45 variables was statistically significant: purchase of other safety equipment in the past three years. The results nonetheless suggested other variables might have influenced purchasing: the size of the company, safety compensation costs, and current safety management practices. Additionally, the video appeared to be a much more effective marketing tool than either graphic safety data or a price discount. While exploratory in nature, this study was the first to identify potential variables affecting purchasing behavior of SIG members, and lays the foundation for future investigations with this innovative and growing consumer market.

Included in

Psychology Commons