Sustainabilty and retail marketing: Corporate, product and store perspectives

Ulf Elg · Axel Welinder

33 citations0/0 files storedJournal of Retailing and Consumer Services

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Environmental Sustainability in Business Consumer Retail Behavior Studies Sustainable Supply Chain Management

Abstract

This paper investigates sustainability in retailing based on three different perspectives: i) the overall corporate management, ii) the development of an attractive product range, iii) the daily in-store management and activities. The purpose is to identify a set of main themes for each perspective, investigate contradictions and areas of conflict, and discuss how to bridge the perspectives. A qualitative case study approach is applied investigating the global retailer IKEA. The study includes Sweden, Germany and the UK. The research showed that the corporate, product and store perspectives are complementary but also involve contradictions and barriers to giving a higher priority to sustainability. These concern the time perspective, the set of stakeholders considered and the overall priority. Developing goals and benefits linked to sustainability, using effective arenas for interactions and linking sustainability to the legend and culture are suggested as three bridges that may overcome the contradictions.

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References

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2024Bright and dark sides of green consumerism: An in-depth qualitative investigation in retailing context 2024Business leadership in the digital age: IKEA’s story in the retail and consumer sector 2025Transformative transport services: leveraging sustainability, inclusivity, and technology through marketing management 2023Driving sustainability in emerging markets: The leading role of multinationals 2024Evolution of sustainable retailing and how it influences consumer behavior: a bibliometric review

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