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  • 1.
    Tilander, Victor
    et al.
    University of Skövde, School of Business.
    Pettersson Storsberg, Robert
    University of Skövde, School of Business.
    Hållbarhetsredovisning som marknadsföringsverktyg: En studie om varför hållbarhetsredovisningen används eller inte används i företag inom detaljhandelns hållbara marknadsföring för att främja en hållbar konsumtion2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Sustainable consumption has emerged from the concept of sustainable development and is essential since the current consumption pattern is not sufficiently sustainable. Sustainable consumption is to consider the environmental, social and economic consequences of consumption in order to satisfy the needs of the present as well as the needs of future generations. The problems which come from the current consumption pattern, has resulted in that sustainable marketing has become a new way of thinking that companies work with to be able to take responsibility for these problems. A tool that can be reliable and which companies can work with to promote sustainable thinking is the sustainability reporting.

     The purpose of the study is to investigate from a company’s perspectivewhy the sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption.In order to achieve the purpose of the study, a qualitative method has been applied. With the qualitative method as a basis, semi-structured interviews have been employedwith respondents active in the retail trade with both knowledge and experience of sustainability reporting and sustainable marketing. The study also investigates the sustainability reports of the interviewed companies.

     The study is based on the theories of sustainable marketing, stakeholder theory and the legitimacy theory. Furthermore, the concepts of sustainable development, sustainable consumption and sustainability reporting also play an important role in enabling answers to the research problem and in order to achieve the purpose of the study. The study's collected data has given indications that companies in the retail sector that use the sustainability reporting in their sustainable marketing do it to achieve the legitimacy of their sustainable work and sustainable alternatives that they believe promote sustainable consumption. The sustainability reporting is therefore used to gain confidence and confirmation of the sustainability work of the companies. But also, to create understanding and raise awareness of the current unsustainable consumption pattern and to gain competitive advantage. It also emerged in the study that most companies in the retail sector do not use the sustainability reporting in their sustainable marketing to promote sustainable consumption. Because they can use other sustainable activities and offer their stakeholders other sustainable alternatives which motivates them to want to promote sustainable consumption and therefore gain legitimacy. The study helps to increase knowledge and understanding to retail companies of why sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption. Proposals for further studies can be to investigate how stakeholders agree that sustainability reporting is used or not in the sustainable marketing of retail companies to promote a sustainable consumption.

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