As occupational health management (OHM) and work health promotion (WHP) become increasingly prominent in companies worldwide, little is known about consumers' attitudes towards work health‐related issues. Do consumers consider the health of employees in German companies to be important? Do German companies consider consumers to be relevant stakeholders in voluntary occupational health (OH) and well‐being activities? In the first of two qualitative interview studies, German consumers were asked which actors they consider to be responsible in OH contexts and whether or (...) not they prefer OH‐related product attributes to other socially desirable ones. During a second qualitative interview study with representatives from German companies, suppliers, institutions, and organizations concerned with voluntary and legally mandatory OH, participants were asked about their expectations regarding whether or not consumers are interested in such OH activities. Both studies highlight the difference between the consumers' perspective on OH issues and responsibilities on the one hand and what companies and stakeholders believe consumers think about OH issues and responsibilities on the other. The findings show that consumers can recognize non‐mandatory OH and well‐being activities as elements of their own social responsibility (ConSR), while companies usually do not consider this perspective in their corporate social responsibility (CSR). (shrink)