Promises and Pitfalls of Targeted Communication Encouraging Sustainable Purchase Decisions in Grocery Retailing

Angelica Blom (), Maja Fors () and Fredrik Lange ()
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Angelica Blom: Marketing and Strategy, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden
Maja Fors: Marketing and Strategy, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden
Fredrik Lange: Marketing and Strategy, Postal: Stockholm School of Economics, P.O. Box 6501, SE-113 83 Stockholm, Sweden

No 2023:2, SSE Working Paper Series in Business Administration from Stockholm School of Economics

Abstract: In this working paper we set out to investigate whether retailers can use targeted communication to encourage sustainable consumer behavior in online grocery retailing. More specifically, in two scenario-based experiments we explore if targeted communication can increase purchase intentions of sustainable food, if this effect can be explained by perceived relevance of the communication, as well as be moderated by customer sustainability knowledge and product category. The results from the two studies indicate that targeted communication might be more effective in encouraging sustainable purchase decisions for some product categories than others. However, the results from the two studies raise several questions. These can be seen as guidance for retailers and researchers interested in exploring targeted communication and its effects on sustainable consumer behavior further.

Keywords: Sustainability; Retailing; Grocery Retailing; Purchase Intention; Targeted Communication (search for similar items in EconPapers)
Pages: 30 pages
Date: 2023-08-09
New Economics Papers: this item is included in nep-env and nep-exp
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