Retail store influence on sustainable consumption behaviour

Purpose – This paper aims to contribute to the discussion about how retailers can more effectively promote sustainable food consumption in the retail store. Design/methodology/approach – Thirteen self-proclaimed sustainable consumers were observed and interviewed during their grocery shopping. Separate observations were conducted of the stores. Finally, consumers were asked to provide three weeks worth of grocery shopping receipts. Findings – Results show that the meaning of sustainable consumption varies among consumers. Observed consumer behaviour was mostly routinized, with little willingness to engage consciously with the choice situation. Mixed messages in the store cause confusion, uncertainty and frustration. Only for a minority of decisions, consumers showed a high level of decision-making involvement. Then, consumers were willing to engage with the retailer and accept trade-offs. The retail store should better account for consumption routines in sustainable consumption behaviour and open up to interaction with sustainably minded consumers where necessary. Research limitations/implications – The results are specific for urban areas with high concern for sustainability. Further research should focus on areas of low concern for sustainability and the impact of the store environment on such consumers. Practical implications – Retailers do not sufficiently take into account the contextual nature of sustainable consumption. Retailers would be well-advised to account for the habitual nature of grocery shopping and for contextually defined understanding of sustainable consumption in their efforts to promote sustainable consumption. Originality/value – This study gives new insights into the much debated “attitude-behaviour gap” in sustainable consumption and how retailers can more effectively encourage sustainable consumption behaviour in the retail store.