Fors, Maja

Environmental and social sustainability is of growing importance to companies as it can lower costs, provide competetive advantages and is increasingly demanded by stakeholders. My research focuses on sustainability within retail, more specifically the interconnection between retailers' sustainability initiatives and customers' reactions, in terms of behaviors, intentions and attitudes. The intention-behavior gap highlights the fact that customers regularly states sustainability as important when shopping in market research, but this is rarely realized in their actual shopping behavior. Retailers have a unique position in the value chain with the ability to impact both suppliers and customers. Hence, my research wants to help customers to act more in in line with their attitudes and intentions while giving retailers the tools to design behavioral interventions leading to more sustainable consumption. I investigate the topic using experimental research design in both lab and field settings.