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Sustainability 2009, 1(4), 815-826; doi:10.3390/su1040815

Marketing Sustainable Consumption within Stores: A Case Study of the UK’s Leading Food Retailers

Business School, University of Gloucestershire, Park Campus, Cheltenham, Gloucestershire, GL50 2RH, UK
Centre for Police Science, University of Glamorgan, Pontypridd, Wales, CF37 1DL, UK
Author to whom correspondence should be addressed.
Received: 1 September 2009 / Accepted: 27 September 2009 / Published: 12 October 2009
(This article belongs to the Special Issue Advanced Forum for Sustainable Development)
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Sustainable consumption is a core policy objective within the UK Government’s Sustainable Development Strategy and there is a growing awareness that retailers have a vital role to play in promoting more sustainable patterns of consumption. This paper explores how the UK’s top ten food retailers are communicating sustainable consumption agendas to their customers within stores in the towns of Cheltenham and Gloucester. The findings reveal that while these retailers are providing customers with some information on sustainable consumption the dominant thrust of marketing communication within stores is designed to encourage consumption. The paper concludes with some reflections on how sustainable consumption fits into the large food retailers’ business models.
Keywords: sustainable consumption; UK food retailers; marketing communications sustainable consumption; UK food retailers; marketing communications
This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

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Jones, P.; Comfort, D.; Hillier, D. Marketing Sustainable Consumption within Stores: A Case Study of the UK’s Leading Food Retailers. Sustainability 2009, 1, 815-826.

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