From Uniforms to 'Racer Suits': Analyzing the Role of Branding in Reducing Occupational Stigma and Enhancing Rider Performance

Description

Platform uniforms are visible symbols of both organizational control and occupational identity. This study examines whether racer-style rider uniforms-sport- and racing-inspired branded apparel-are associated with Chinese food-delivery riders' occupational self-esteem and whether they buffer the psychological consequences of occupational stigma. A cross-sectional survey of 100 valid respondents was analyzed using PLS-SEM in SmartPLS 4. Uniform exposure was positively associated with occupational self-esteem (B= .221, p = .007), but the stigma x uniform interaction was not significant (B =-. 052, p =. 613). Occupational stigma unexpectedly showed a positive association with self-esteem, while self-esteem strongly predicted career commitment but not risky riding behaviour. The findings suggest that branded uniforms may operate as an additive identity signal rather than a stigma-buffering mechanism.

Period	31 Aug 2026