Title: The role of marketing in the pursuit of sustainable consumption Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Emelie Johansson, Elin Lundin Supervisor: Zahra Ahmadi and Akmal Hyder Examiner: Agneta Sundström Date: 2020 – 06 Aim: The aim of the study is to examine the extent to which sustainable consumption is perceived and how sustainable marketing influences consumers' purchasing behavior and awareness.   Method: In this study, we have used a quantitative method consisting of a survey. The survey was answered by a total of 223 respondents in order to test the study's hypotheses and purpose. Hypothesis testing was performed by descriptive analysis and correlation analysis using the SPSS program. The results obtained are reported in tables and analyzed in comparison with previous theory. Conclusion: The study has shown that consumers have a high level of awareness of sustainable consumption. However, sustainable consumption is not complied with to the same extent as the consumer is conscious, which is influenced by factors of price and habit. Studies have also shown that sustainable marketing has an effect on the consumer's buying behavior and awareness and that consumers demand more communication about this from the grocery stores. Contribution: The study has contributed to the supplementation of already existing research in sustainable consumption and sustainable marketing. We have been able to demonstrate a link between sustainable marketing and consumer sustainable consumption. The study's main benefits are showing how grocery stores can increase their understanding of their consumers and what sustainability issues motivates them in their efforts to promote sustainable consumption. Keywords: Sustainable marketing, sustainable consumption, environmental awareness, purchasing behavior, purchasing decisions, overconsumption, climate change, grocery stores, groceries. / Titel: Marknadsföringens roll i strävan mot hållbar konsumtion Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi   Författare: Emelie Johansson, Elin Lundin Handledare: Zahra Ahmadi och Akmal Hyder Examinator:  Agneta Sundström Datum: 2020 – 06 Syfte: Syftet med studien är att undersöka i vilken utsträckning hållbar konsumtion uppfattas samt hur hållbar marknadsföring påverkar konsumenters köpbeteende och medvetenhet. Metod: I denna studie har vi använt en kvantitativ metod bestående av en enkätundersökning. Enkätundersökningen besvarades av totalt 223 respondenter i syfte att testa studiens hypoteser och syfte. Hypotesprövning utfördes genom deskriptiv analys och korrelationsanalys med hjälp av programmet SPSS. Resultaten som utvanns redovisas i tabeller och analyseras i jämförelse med tidigare teori.   Slutsats: Studien har visat att konsumenter har en hög grad av medvetenhet om hållbar konsumtion. Däremot efterlevs inte hållbar konsumtion i samma utsträckning som konsumenten är medveten, vilket påverkas av faktorer såsom pris och vana. Studien har även visat att hållbar marknadsföring har effekt på konsumentens köpbeteende och medvetenhet och att konsumenterna efterfrågar mer kommunikation om detta från livsmedelsbutikerna.    Uppsatsens bidrag: Studien har bidragit till komplettering av redan befintlig forskning inom hållbar konsumtion och hållbar marknadsföring. Genom att vi kunnat påvisa ett samband mellan hållbar marknadsföring och konsumenternas hållbara konsumtion. Studien ger främst nytta till livsmedelsbutiker för att öka förståelsen för dess konsumenter och vad som motiverar dem i arbetet med att främja hållbar konsumtion. Nyckelord: Hållbar marknadsföring, hållbar konsumtion, miljömedvetenhet, köpbeteende, köpbeslut, överkonsumtion, klimatförändring, livsmedelsbutiker, dagligvaror.

Background: E-commerce for groceries is growing and growing in Sweden and pure ecommerce companies are constantly entering the market. This study is based on Ica, which for a long time has been successful in the physical market through decentralization and the Ica-idea with individual retailers incollaboration and physical stores. To meet the new type of consumer behavior and competition Ica has developed a number of e-commerce solutions. Including the phenomenon of dark stores that indicates a new type of centralization within the group. Purpose: The purpose of this study is to analyze the experienced opportunities and limitations of a retailer-owned franchise organization in the Swedish grocery trade in its development work of e-commerce. A further purpose is to shed light on the interviewees reasoning about whether dark stores are a sustainable solution from a competitive and relational perspective. Method: In this study, a qualitative research strategy is applied in a case study design. The empirical data is generated through semi-structured interviews with managers and retailers from Ica stores in the Stockholm region and the ecommerce manager for Ica Sweden. The empirical data has then been codedand divided into four themes with associated subcategories. Literaturestudy: For the essay a literature study presenting theories and previous research on centralization and decentralization, vertical and horizontal integration, click-and-mortar, omni channels and competition was made. Afterwards it´s used as a basis for the theoretical comparison in the analysis part. Conclusion: Due to the ownership structure, the case organization is facing some unique conditions. Example, the decentralized power promotes quickness and opportunities for local adaptations, but also that a pure e-commerce modelwould be problematic. One solution the head office has developed is a dark stores service that the stores can use, which gives them access to a larger geographic market and leads to higher internal competition between thestores.

Enforcing and communicating sustainability is one of the biggest challenges for retailers in today’s business environment. Retailers are facing pressure from various stakeholders since the topic of sustainability is constantly moving up the agendas of companies, politics, and the media. Additionally, it is intensely discussed by a critical public. This dissertation consists of three related studies – one conceptual study and two research studies – that analyze sustainable behavior, reporting and communication in grocery retailing in Germany. In particular, sustainable behavior is compared across different retail formats. In the first study, the business model of grocery discounters and supermarkets is compared with respect to the impact on sustainability. The cost-leadership strategy applied by discounters is analyzed regarding its influence on strong and weak sustainability. The second article focuses on supermarkets, discounters and organic supermarkets. Based on the sustainability reports it is examined which information is disclosed and which legitimation strategies are applied if negative impacts have to be reported. The analysis revealed that, even within the same industry and country, a wide range with respect to quality levels of sustainability reporting exists. Furthermore, all retailers are reluctant about reporting negative aspects and frequently use similar legitimation strategies. The third article deals with communication of sustainability of both supermarkets and discounters comparing sustainability reporting and communication in the stores. It is shown that no clear difference between sustainability reporting of discounters and supermarkets was observable. However, supermarkets outperformed discounters with respect to in-store communication.:I. Sustainable Retailing – German Grocery Retailers and their Challenge of Communicating Sustainability 1 Introduction 1.1 Relevance and development of sustainability in academic research 1.2 Practically relevance 2 The entire Research Project 2.1 Related research, research questions and research objectives 2.2 Classification within related research streams 2.3 Overview publication status 3 Article Summary 3.1 Summary Article A: Discount Grocery Retailing: Cost-Leadership-Strategy versus Sustainability – Does it fit together? 3.2 Summary Article B: Sustainable Grocery Retailing: Myth or Reality? – A Content Analysis 3.3 Summary Article C: How do Supermarkets and Discounters communicate about Sustainability? – A comparative Analysis of Sustainability Reports and In-Store Communication 4 Dissertation Results, Contribution and Implications 5 Limitations and Future Research 6 Outlook 7 References II. Article A: Discount Grocery Retailing: Cost-Leadership-Strategy versus Sustainability – Does it fit together? 1 Introduction 2 Literature Review 2.1 Grocery discounters and traditional supermarkets 2.2 Cost-leadership-strategy and lean management within economic sustainability 2.3 The concept of “strong” and “weak” sustainability within sustainability research 3 Research Design 3.1 Research method 3.2 Analytical approach 4 Findings 4.1 Procurement and supply chain 4.2 Logistics and transportation 4.3 Store concepts and store design 4.4 Energy consumption and environment 5 Discussion and Analysis 5.1 “Strong sustainability” 5.2 “Weak sustainability” 5.3 Cost-leadership strategy contradicting sustainability 6 Conclusion, Limitations and Future Research 7 References III. Article B: Sustainable Grocery Retailing: Myth or Reality? – A Content Analysis 1 Introduction 2 Literature Review 3 Research Design 3.1 Research method and data collection 3.2 Analytical approach 4 Findings 4.1 General characteristics 4.2 Sustainability focus areas and coverage of GRI standards 4.3 Analysis of legitimating strategies 5 Discussion 5.1 Evaluation of sustainable reporting quality (RQ 1 and RQ 3) 5.2 Evaluation of reporting “negative aspects” for focus areas (RQ 2 and RQ3) 6 Conclusion 7 References IV. Article C: How do Supermarkets and Discounters communicate about Sustainability? A comparative Analysis of Sustainability Reports and In-Store Communication 1 Introduction 2 Literature Review 2.1 The challenge of sustainability from the retailer perspective 2.2 Extant research about sustainability communication by retailers 3 Research Design 3.1 Research method and data collection 3.2 Analytical approach 4 Findings 4.1 General characteristics and readability analysis 4.2 Readability analysis 4.3 Identification and comparison of available data 4.4 Store observations 5 Discussion 5.1 Comparison of the sustainability communication between supermarkets and discounters (RQ1) 5.2 Comparison of results from different research approaches (RQ2) 6 Conclusion 7 References

Libraries have quietly changed over the last 20 years. They have adapted early and consciously to the changes of digitalization, they have recognized the changed need of their users for collaborative work and derived new spatial concepts from this. Transparency and access to information, knowledge and encounters are the prerequisites for holistic social development. It is the challenge of the 21st century as the information age.

No description available.

In 2022, food prices increased rapidly, prompting this investigation into how the price shock has impacted consumer behavior. Previous studies have found that price shocks affect low- income households with children the most. A switch to more calorie-dense food and a decreased consumption of snacks. This study aims to estimate the price elasticity of various food products and to identify how the elasticities differ among various types of households. The elasticities are calculated using OLS regression on receipt data from Coop. Results show that household variables, including income level, presence of children, shopping location, and organic product preferences, significantly impact the price elasticity of food products. Low-income households without children, living outside major cities and their suburbs, have a higher price elasticity, meaning these shoppers are more sensitive to price changes. The same tendencies were observed for all products even though the exact parameters could only be proven for a third of the products. The findings have important implications for understanding how price changes affect consumer behavior and can inform food policy decisions. / Under 2022 ökade livsmedelspriserna kraftigt, vilket inspirerade denna undersökning av hur prischocken har påverkat konsumenternas beteende. Tidigare studier visar att prischocker har störst påverkan på låginkomsthushåll med barn. Även en övergång till mer kaloririk mat och en minskad konsumption av snacks har observerats. Syftet med denna studie är att uppskatta priselasticiteten för olika livsmedel och identifiera hur elasticiteten skiljer sig åt mellan olika typer av hushåll. Elasticiteterna beräknas med hjälp av en OLS-regression på kvittodata från Coop. Resultaten visar att hushållsvariabler, inklusive inkomstnivå, barn i hushållet, varans inköpsplats och val av ekologiska produkter, påverkar priselasticiteten för livsmedel markant. Hushåll med låg inkomst utan barn, som bor utanför större städer och deras förorter, har en högre priselasticitet, vilket innebär att dessa kunder är mer priskänsliga. Samma tendenser observerades för alla produkter även om de exakta parametrarna endast kunde bevisas för en tredjedel av produkterna. Resultaten har viktiga implikationer för förståelsen av hur prisförändringar påverkar konsumentbeteenden och kan även informera livsmedelspolitiska beslut.

In the growing digitalization of the grocery industry, it is necessary for traditional grocery retailers to adapt their business models to the new digital era. Augmented reality (AR) and other digital tools have proven to have the ability to transform the grocery business, and it is crucial for traditional grocers to act in order to remain competitive. AR technology has been used in a number of different retail industries, such as the clothing industry and the furniture industry. The purpose of this paper is to investigate how the implementation of AR can affectthe business model of a traditional grocery retailer. A case study has been conducted with a food company in Sweden, at the request of our commissioner working in the field of digitalization of different industries. Furthermore, the Triple Layered Business Model Canvas, has been used as a tool to identify the current business model, and to give suggestions on how the future business model can look like, after an implementation of AR. The results show a change on the canvas of the three different sustainability factors, but also an identification of the different challenges a grocery retailer can face. The results show an increased collaboration with external partners and the implementation of new activities for the case company. Furthermore, the study emphasizes the impact on distribution and suppliers, as well as the social consequences. Preparation for the technology is further presented in the study.  The study contributes to increased knowledge of business model change in the grocery industry. Previous research on the impact of AR on the grocery industry has been confirmed, and this paper contributes new research investigating the impact of technological innovations on the business model of traditional grocery retailers. This study also adds knowledge on theuse of the Triple Layered Business Model Canvas as an analytical tool for sustainability and business model change. / I den växande digitaliseringen av livsmedelsbranschen är det nödvändigt för traditionella livsmedelshandlare att anpassa sina affärsmodeller till den nya digitala eran. Förstärkt verklighet (AR) och andra digitala verktyg har visat sig ha förmågan att omvälva livsmedelshandeln, och det är avgörande för traditionella livsmedelshandlare att agera för att behålla sin konkurrenskraft. AR-tekniken har använts inom ett flertal olika industrier inom detaljhandeln, såsom klädindustrin och möbelindustrin. Den här uppsatsens syfte är att undersöka hur implementeringen av AR kan påverka en traditionell livsmedelshandlarnas affärsmodell. En fallstudie har gjorts på ett livsmedelsföretag i Sverige, på begäran av vår kommissarie som arbetar inom digitalisering av olika branscher. Vidare har Triple Layered Business Model Canvas använts som ett verktyg för att identifiera den nuvarande affärsmodellen, och för att ge förslag på hur den framtida affärsmodellen kan se ut, efter en implementering av förstärkt verklighet (AR). Resultaten visar en förändring av canvasen med tre olika hållbarhetsfaktorerna, men även en identifiering över de olika utmaningarna en livsmedelshandlare kan stå inför. Resultatet visar ett ökat samarbete med externa partners samt implementering av nya aktiviteter för fallföretaget. Dessutom belyses påverkan på distribution och leverantörer, samt de sociala konsekvenserna. Vidare i studien presenteras även olika relevanta och betydelsefulla förberedelser för en implementation av AR tekniken. Studien bidrar till ökad kunskap inom förändring av affärsmodeller inom livsmedelsindustrin. Tidigare forskning om förstärkt verklighets påverkan på livsmedelsbranschen har bekräftats, och denna uppsats bidrar med ny forskning som undersöker effekten av teknologiska innovationer på affärsmodellen för traditionella livsmedelshandlare. Denna studie tillför även kunskap om användningen av Triple Layered Business Model Canvas som analysverktyg för hållbarhet och förändring av affärsmodeller.

Logistics centers can implement continuous improvement in order to stay competitive. Enablers of continuous improvement have been widely researched in academia. However, there is a gap regarding research about enablers in organizations using a plan-do-checkact (PDCA) cycle based IT tool to support their continuous improvement process. This study investigates the enablers of employees posting, implementing, and following up continuous improvement suggestions when using a PDCA cycle based IT tool and the support this IT tool provides for a logistics center. This was done by conducting a comparative study of two logistics centers working with grocery retail; one center in Västerås, where the employees had exceeded their goals for amount of posted, implemented, and followed up suggestions for 2017, and another one in Kallhäll, where they did not meet their goal for 2017. Qualitative data was gathered by carrying out eight interviews, four at each logistics center, with employees holding different positions within the organization. The study identified that for a logistics center to succeed with its continuous improvement efforts, it should have a well developed understanding of continuous improvement and the IT Tool. Employees need to be supported by providing them with an easy way to give suggestions and a leadership where improvement initiatives are supported. Employees should also be provided with sufficient resources, examples of successful improvement implementations, and feedback on all their suggestions. The organization must also consider continuous improvement as a long-term commitment and set a clear goal for their work with it. Lastly, employees at all levels need to be involved in all stages of the continuous improvement process and have a committed management team. The study also identified that the PDCA cycle based IT tool supported the organization in their work with continuous improvement by providing them a structure, which the employees were enforced to work by. The structure also enabled the organization to handle a large amount of suggestions and employees to easily post suggestions independently of their location. The tool also supported the organization by acting as a database, sending notifications, and providing the centers with statistics. / Ständiga förbättringar kan implementeras för att göra ett logistikcenter konkurrenskraftigt. Det har sedan tidigare bedrivits forskning för att identifiera faktorer som främjar implementationen av ständiga förbättringar. Det finns dock brist på forskning gällande vilka faktorer som främjar ständiga förbättringar i en organisation som använder sig av ett IT verktyg som är baserat på PDCA (planera-göra-studera-agera) cykeln. Den här studien syftar därför till att identifiera vad som främjar medarbetare att föreslå, implementera, och följa upp förbättringsförslag i ett logistikcenter som använder ett PDCAbaserat IT-verktyg och vilket stöd verktyget ger ett logistikcenter. För att besvara forskningsfrågorna gjordes en jämförelsestudie av två logistikcenter inom dagligvaruhandeln; ett center i Västerås där medarbetarna hade överträffat 2017 års mål gällande antalet inlämnade, genomförda, och uppföljda förslag, och ett center i Kallhäll där målen för 2017 inte hade uppnåtts. Kvalitativ data samlades in genom att intervjua åtta personer, fyra på varje center, med olika befattningar inom organisationen. Studien identifierade ett antal faktorer som hjälper en organisation att lyckas med sin satsning på ständiga förbättringar. Bland annat måste medarbetarna ha en förståelse av ständiga förbättringar och IT-verktyget. Medarbetare behöver ett enkelt sätt att ge förslag som är oberoende av var de befinner sig och ett ledarskap som stödjer förbättringsinitiativ. Medarbetare behöver också förses med tillräckliga resurser, exempel på framgångsrika förbättringar, och återkoppling på de förbättringsförslag de lämnat in. Logistikcentret måste dessutom se ständiga förbättringar som en långsiktig satsning och sätta ett tydligt mål för arbetet. Slutligen, borde alla medarbetare involveras i hela förbättringsprocessen och ledningsgruppen måste vara engagerad i frågan. Studien identifierade även att ett IT-verktyg baserat på PDCA-cykeln stödjer ett logistikcenter med deras arbete med ständiga förbättringar genom att förse dem med en struktur som måste efterföljas. Denna struktur möjliggör även för logistikcentret att hantera en stor mängd förbättringsförslag och att ge förslag oberoende av var de befinner sig. IT-verktyget stödjer även logistikcentret genom att skicka notifikationer, förse dem med statistik, och samla alla förbättringsförslag på ett ställe.

No description available.

No description available.