Sustainability by Design: IKEA’s Eco-Friendly Marketing Efforts

S. Mahalakshmi (), Anitha Nallasivam, S. Hemanth Kumar, K. S. Kalavathy and Kavitha Desai
Additional contact information
S. Mahalakshmi: Jain CMS (Deemed-to-Be University), Faculty of Management Studies
Anitha Nallasivam: Jain CMS (Deemed-to-Be University), Faculty of Management Studies
S. Hemanth Kumar: Jain CMS (Deemed-to-Be University), Faculty of Management Studies
K. S. Kalavathy: Jain CMS (Deemed-to-Be University), Faculty of Management Studies
Kavitha Desai: SVKM’s Narsee Monjee Institute of Management Studies

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 145-161 from Springer

Abstract: Abstract IKEA, the global retail, and home furnishings giant, takes center stage in this comprehensive case study, as we delve into the multifaceted realm of its sustainable marketing initiatives. IKEA has not only established a remarkable presence in the industry but has also redefined the way we approach sustainable living. This case begins with an exploration of IKEA’s foundational principles, featuring affordability, accessibility, and sustainability as cornerstones that have not only defined the brand but have also shaped its unparalleled market position. Delving further, we uncover the tangible efforts undertaken by IKEA to minimize its environmental footprint, including the implementation of sustainable materials, energy-efficient practices, and the integration of renewable energy sources within its operations. The study sheds light on the key marketing strategies employed, such as transparent communication of product sustainability, community involvement, and strategic partnerships with organizations promoting eco-conscious lifestyles. IKEA’s success in encouraging recycling, repurposing, and the adoption of circular economy practices through resonant marketing campaigns comes to the fore, illustrating how it effectively bridges sustainability with consumer engagement. IKEA’s commitment to sustainability shines through in its product range, characterized by a focus on renewable and recycled materials, energy-efficient appliances, and designs that prioritize sustainability. Furthermore, the study underlines how these sustainable products are marketed, effectively conveying their environmental advantages to consumers. Beyond the realm of products, IKEA’s social and environmental initiatives are explored, showcasing the brand’s dedication to making a meaningful impact in local communities. In sum, this case study encapsulates the remarkable journey of IKEA, where sustainable marketing is not just a practice but a way of life, fostering a global shift towards eco-friendly living and responsible consumer choices.

Keywords: sustainable marketing; eco-friendly; circular economy; energy-efficient practices; transparent communication; environmental impact; eco-friendly products (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_14

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