Att göra hållbara val åt kunden i livsmedelsbutiken - en konkurrenskraftig fördel?

Abstract

Background: The food industry accounts for 26 percent of the total greenhouse gas emissions and contributes to major damage to our planet while still being a necessity. Companies today are expected to take greater responsibility for the impact of their activities and a well-executed CSR work can contribute to greater values for both the company and society. There are many aspects that affect what sustainable decisions a customer makes including lifestyle choices, the price of goods, the company's reputation, customers' knowledge or the amount of information. Purpose: The purpose of this thesis is to create a greater understanding of whether a food chain can succeed by taking the step from offering its customers unlimited choices in store to offering fewer and more sustainable choices. Furthermore, it is investigated whether the food chain through this can also obtain competitive advantages. Limitations: Only Lidl's operations in Sweden are dealt with in the thesis and the survey covers solely eatables. Methodology: The study is a questionnaire and interview study where a mixed method with an abductive approach has been used. The results are based on 235 questionnaire responses and a semi-structured interview. Using the theoretical framework on which the study is based, an analysis of the results was then carried out. Results and conclusions: The results show that consumers are interested in buying sustainable food and want to do so to a greater extent, but are affected by factors such as price, lack of information and knowledge. A large proportion of the respondents are in favor of shopping in a grocery store with a selected sustainable assortment. Lidl is positive about developing its sustainability work, but currently finds it difficult to implement major changes due to their position on the Swedish market today