2009 - P Jones, D Comfort, D Hillier - Marketing Sustainable Consumption Within Stores A Case Study of The UK S Leading Food Retailers

Journal of Food Products Marketing
ISSN: 1045-4446 (Print) 1540-4102 (Online) Journal homepage: https://www.tandfonline.com/loi/wfpm20
Marketing Sustainable Consumption within Stores:

A Case Study of the UK's Leading Food Retailers
Peter Jones , Daphne Comfort & David Hillier
To cite this article: Peter Jones , Daphne Comfort & David Hillier (2012) Marketing Sustainable
Consumption within Stores: A Case Study of the UK's Leading Food Retailers, Journal of Food
Products Marketing, 18:2, 96-108, DOI: 10.1080/10454446.2012.653779
To link to this article: https://doi.org/10.1080/10454446.2012.653779
Published online: 24 Feb 2012.
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RETRACTED RETRACTED RETRACTED RETRACTED
Journal of Food Products Marketing, 18:96–108, 2012
RETRACTED
Copyright © Taylor & RETRACTED
Francis Group, LLC RETRACTED RETRACTED
ISSN: 1045-4446 print/1540-4102 online
DOI: 10.1080/10454446.2012.653779
MarketingRETRACTED
RETRACTED Sustainable RETRACTED ConsumptionRETRACTED within
Stores: A Case
RETRACTED RETRACTED Study of the UK’s Leading
RETRACTED Food
RETRACTED
RETRACTED RETRACTED Retailers RETRACTED RETRACTED
PETER JONES and DAPHNE COMFORT
RETRACTED RETRACTED
School of Business, RETRACTED
University of Gloucestershire, RETRACTED
Cheltenham, England
RETRACTED RETRACTED DAVID HILLIER
RETRACTED RETRACTED
RETRACTED RETRACTED
Centre for Police RETRACTED
Science, University of Glamorgan, Pontypridd,RETRACTED
Wales

RETRACTED RETRACTED
Sustainable consumption is a coreRETRACTED RETRACTED
policy objective within the UK
Government’s
RETRACTED Sustainable Development
RETRACTED RETRACTED RETRACTED Strategy and there is a
growing awareness that retailers have a vital role to play in pro-
RETRACTED
moting moreRETRACTED
sustainable patternsRETRACTED of consumption. This RETRACTED
article
explores how the UK’s top
RETRACTED RETRACTED RETRACTED RETRACTED ten food retailers are communicat-
ing sustainable consumption agendas to their customers within
RETRACTED
stores in the RETRACTED
towns of Cheltenham RETRACTED
and Gloucester. The RETRACTED
findings
RETRACTED RETRACTED
reveal that while these retailers areRETRACTED
providing customersRETRACTED
with some
information on sustainable consumption the dominant thrust of
RETRACTED RETRACTED
marketing communication withinRETRACTED
stores is designed to RETRACTED
encourage
RETRACTED
consumption.RETRACTED
The article concludes RETRACTED
with some reflectionsRETRACTED
on how
sustainable consumption fits into the large food retailers’ business
RETRACTED
models.
RETRACTED RETRACTED RETRACTED
KEYWORDS sustainable consumption, UK food retailers, market-
ing communications
RETRACTED RETRACTED INTRODUCTION RETRACTED RETRACTED
RETRACTED RETRACTED
Sustainable consumption is a core policyRETRACTED RETRACTED
objective within the UK govern-
RETRACTED
ment’s SustainableRETRACTED
Development Strategy RETRACTED
yet Cohen (2005) RETRACTED
has argued that
“sustainable consumption is the most obdurate challenge for the sustainable
development agenda.” In examining “the role of business” in “mainstream-
RETRACTED RETRACTED
ing sustainable consumption,” the WorldRETRACTED
Business Council RETRACTED
for Sustainable
RETRACTED RETRACTED
Address correspondence to Peter Jones,RETRACTED RETRACTED
University of Gloucestershire, The Park,
Cheltenham, Gloucestershire GL50 2RH, United Kingdom. E-mail: pjones@glos.ac.uk
RETRACTED RETRACTED96 RETRACTED RETRACTED
RETRACTED Marketing RETRACTED RETRACTED RETRACTED
Sustainable Consumption within Stores 97
Development (WBCSD)
RETRACTED RETRACTED (2008) has stressed
RETRACTEDthe importanceRETRACTED
of “using mar-
keting communications to influence consumer choice and behaviour.” The
RETRACTED RETRACTED
WBCSD report further RETRACTED
argues that marketing RETRACTED
“can help consumers to find,
RETRACTED RETRACTED
choose and use sustainable RETRACTED
products and RETRACTED
services, by providing informa-
tion, ensuring availability and affordability, and setting the appropriate tone
RETRACTED
through marketingRETRACTED
communications.” RETRACTED RETRACTED
RETRACTED RETRACTED
There is growing awareness thatRETRACTED
retailers have a vital RETRACTED
role to play
in promoting more sustainable patterns of consumption. In March 2009,
RETRACTED
for example, the RETRACTED
European Commission RETRACTED
and a number of RETRACTED
the UK’s lead-
RETRACTED
ing retailers alongRETRACTED
with several of their RETRACTED
European counterparts RETRACTEDlaunched
a Retail Forum as part of a drive to promote more sustainable consump-
tion and Tesco, the UK’s leading retailer, claims to be leading the sector
RETRACTED RETRACTED
“towards sustainable consumption” (2008). RETRACTED
Retailers are the RETRACTED
active interme-
diaries
RETRACTEDbetween primary producers and
RETRACTED RETRACTED RETRACTEDmanufacturers on the one hand and
consumers on the other and as such they can be seen to be in a singularly
RETRACTED
powerful positionRETRACTED
to drive sustainable RETRACTED
consumption in threeRETRACTED ways, namely
through their own actions, through
RETRACTED RETRACTED RETRACTED RETRACTED partnerships with suppliers, and through
their daily interactions with consumers. In many ways food retailing is in
RETRACTED RETRACTED
the vanguard in promoting sustainableRETRACTED
consumption in that RETRACTED
food retailers
collectively account for almost 50% of all retail sales (Mintel, 2008) and the
vast majority of consumers visit food retail outlets on an almost daily basis.
RETRACTED RETRACTED
This article explores how the major food RETRACTED
retailers within the UK RETRACTED
are commu-
RETRACTED RETRACTED
nicating sustainable consumption agendas RETRACTED
to their customers RETRACTED
within stores
and offers some reflections on how sustainable consumption fits into the
large food retailers’ business models.
SUSTAINABLE CONSUMPTION
RETRACTED
The origins of theRETRACTED RETRACTED
term sustainable consumption are usuallyRETRACTED
traced back to
the Rio Earth Summit in 1992 and since then it has become an increasingly
RETRACTED
important policy RETRACTED
element in national RETRACTED
sustainable development RETRACTED
strategies.
RETRACTED
However, there isRETRACTED
little consensus inRETRACTED
defining sustainableRETRACTED consumption.
While some authorities and individuals offer definitions, others draw atten-
RETRACTED RETRACTED
tion to the intrinsic RETRACTED
difficulties in constructing RETRACTED
such a definition. A number
RETRACTED
of definitions of RETRACTED
sustainable consumption RETRACTEDmirror mainstream RETRACTED
definitions
of sustainable development. The United Nations Environment Programme
(1995), for example, defines sustainable consumption as “the use of ser-
RETRACTED
vices and related RETRACTED
products that respond RETRACTED
to basic needs andRETRACTEDbring a better
quality of life while minimizing
RETRACTED RETRACTED RETRACTED RETRACTED the use of natural resources and toxic mate-
rials as well as the emissions of waste and pollutants over the life cycle
RETRACTED RETRACTED
so as not to jeopardize RETRACTED
the needs of future generations.” More RETRACTED
simply Dahl
(1998) suggests that “sustainable
RETRACTED RETRACTED RETRACTED RETRACTED consumption refers to the need to stay
within the global sustainability of resources.” However the UK Sustainable
RETRACTED
98
P. Jones et al.
Development Commission
RETRACTED RETRACTED (2004) has RETRACTED
recognized “the difficulty of defining
RETRACTED
sustainable consumption.” Marchand and Findeli (n.d.) for example, have
RETRACTED
argued that sustainableRETRACTED
consumption “is RETRACTED
a goal with uncertain RETRACTED
boundaries,”
RETRACTED
and that it has “noRETRACTED
clear definition, nor RETRACTED
are its implications well RETRACTED
understood.”
Dolan (2002) claims that existing definitions of sustainable consumption are
RETRACTED
prescriptive in that RETRACTED
they do not describe RETRACTED
what consumption RETRACTED
is but what it
should be. Schaefer and Crane (2005) have called for a re-examination of
existing conceptualisations of sustainable consumption in order to incorpo-
rate the social and cultural functions that consumption fulfils. In describing
RETRACTED
sustainable consumptionRETRACTED as a contested RETRACTED
concept Seyfang (2004) RETRACTED
draws on
work by Thompson and Rayner (1998) to suggest three sets of definitions.
She argues that for “hierarchists” sustainable consumption is “about consum-
RETRACTED
ing what is socially RETRACTED RETRACTED
ascribed in a responsible RETRACTED
manner, respecting traditions
and limits, and accepting state
RETRACTED RETRACTED RETRACTED RETRACTED regulation to protect these.” Sustainable con-
sumption, for what she terms egalitarians is “a matter of consuming less
RETRACTED
and hence challenging RETRACTED
the conventional RETRACTED
wisdom that incomeRETRACTED
and consump-
tion equates with well being.” For individualists the focus is on “individual
consumers taking responsibility for driving sustainable consumption through
their purchasing decisions.”
RETRACTED
Jackson (2006) RETRACTED
summarises a variety RETRACTED
of definitions butRETRACTED
notes that they
take different positions not only on “the extent to which sustainable con-
RETRACTED
sumption involves RETRACTED
changes in consumer RETRACTED RETRACTED
behaviour and lifestyles” (p. 4)
RETRACTED
but also on whether RETRACTED RETRACTED
sustainable consumption RETRACTED
implies “consuming more
efficiently, consuming more responsibly or quite simply consuming less.”
Jackson (2006) further argues that “the dominant institutional consensus” is
RETRACTED RETRACTED
that sustainable consumption “is to be RETRACTED
achieved primarily through RETRACTEDimprove-
ments
RETRACTED in the efficiency with which resources
RETRACTED RETRACTED RETRACTED are converted into economic
goods” (p. 4). More generally a distinction can be made between “weak
RETRACTED RETRACTED
sustainable consumption” and “strongRETRACTED
sustainable consumption.”RETRACTED The for-
mer has been defined as “choosing
RETRACTED RETRACTED RETRACTED RETRACTED products and services that either are less
resource consuming, or less burdening for the environment, or less destruc-
RETRACTED
tive for those people RETRACTED
actually producing RETRACTED
them” Church (2009), RETRACTED
while the
RETRACTED RETRACTED
latter embraces “increases in the (eco-)RETRACTED
efficiency of consumption RETRACTED
(often via
more efficient production patterns or an efficiency friendly design) and fun-
RETRACTED
damental changesRETRACTED
in consumption patterns RETRACTEDand reductions RETRACTED
in consumption
levels in industrialized countries” (Fuchs & Lorek, 2004).
Food retailing is by far the largest sector within the UK retail economy
and food retailers account for almost 50% of all retail sales (Mintel, 2008).
RETRACTED
Mintel (2008) estimatedRETRACTEDthat in 2007 total RETRACTED
UK consumer spending RETRACTED on food
and drink
RETRACTED was running
RETRACTEDat £106.5 billion with
RETRACTED 71.7% being spent
RETRACTED on food
and non-alcoholic drinks and the remaining 28.3% being spent on alco-
RETRACTED RETRACTED
holic drinks and tobacco products. Within RETRACTED
the UK food retailing RETRACTED
is extremely
concentrated with a very small
RETRACTED RETRACTED RETRACTED RETRACTED number of major players dominating the mar-
ketplace so much so that the top ten food retailers accounted for 83% of all
food retailers’ sales
RETRACTED and just four of these,
RETRACTED namely Tesco, J. Sainsbury,
RETRACTED RETRACTED Asda,
and Wm. Morrison had a massive 63% market share (Mintel, 2008). Some,
RETRACTED RETRACTED
though not all, of the major food retailersRETRACTED
have extended theirRETRACTED
product range
RETRACTED RETRACTED
to include a seemingly ever-wider rangeRETRACTED
of goods and services RETRACTED
that includes
clothes and footwear, electrical and household goods, telecommunications
RETRACTED RETRACTED
products and services, home entertainment,RETRACTED
toys and books RETRACTED
and magazines,
pharmaceutical products, and financial services.
The marked concentration within food retailing in the UK has increased
RETRACTED
the power of the RETRACTED
large retailers withinRETRACTED
their supply chains RETRACTED
and associated
RETRACTED RETRACTED
channel relationships (Dawson, 2004). RETRACTED
At the same time it has RETRACTED
brought the
large food retailers into daily contact with a large number, and a wide cross
section, of consumers. The former gives the large food retailers greater
RETRACTED
power over manyRETRACTED
aspects of their buying RETRACTED
relationships withRETRACTED
their suppli-
ers while
RETRACTED the latter keeps them well attuned
RETRACTED RETRACTED RETRACTED to consumer behaviour and
allows them to develop sophisticated marketing and brand loyalty strate-
RETRACTED
gies. Moreover, the RETRACTED
large food retailersRETRACTED
are widely recognized RETRACTED
as having a
significant impact on the environment,
RETRACTED RETRACTED RETRACTED RETRACTED economy, and society. If the UK
government’s policy approach to sustainable production and consump-
RETRACTED RETRACTED
tion is to work ‘with RETRACTED
the grain of markets’ (Department RETRACTED
for Trade and
Industry/Department for the Environment, Food and Rural Affairs [DEFRA],
2003) then the large food retailers would appear to have a central role to
RETRACTED RETRACTED
play in delivering more RETRACTED
sustainable patterns of production and RETRACTED
consumption.
RETRACTED
During the pastRETRACTED
decade the major food RETRACTED
retailers within theRETRACTED
UK have been
increasingly keen to emphasise their commitment to sustainable develop-
ment to government, shareholders, customers, and the general public (Jones,
RETRACTED
Comfort, Hillier, &RETRACTED
Eastwood, 2005). Such RETRACTED
commitments are RETRACTED
publicly cap-
tured and
RETRACTED promoted, for example, in the
RETRACTED RETRACTED RETRACTEDannual Sustainability and Corporate
Social Responsibility reports the large food retailers post on the Internet.
RETRACTED
While such reportsRETRACTED
address a wide range RETRACTED
of environmental, RETRACTED
economic, and
social impacts and proclaim an
RETRACTED RETRACTED RETRACTED RETRACTEDimpressive range of sustainable development
agendas. Jones et al. (2005) argued that such agendas are driven as much by
RETRACTED
business imperativesRETRACTED
as by any concern RETRACTED
for sustainability. TheRETRACTED
argument here
RETRACTED
is that the retailers’RETRACTED RETRACTED
conceptions of efficiency are built aroundRETRACTED
business effi-
ciency and the search for competitive advantage. In many ways this position
RETRACTED
is epitomized by SirRETRACTED
Terry Leahy, the Chief RETRACTED
Executive Officer RETRACTED
of Tesco, in his
Foresight contribution at the start of a Global Coca Cola Retailing Research
Council Forum report, who argued that his company “is seeking to create a
movement which shows that it is possible to consume, to be green and to
RETRACTED
grow” (Global Coca RETRACTED RETRACTED
Cola Retailing Research Council Forum, RETRACTED
2009).
RETRACTED RETRACTED METHODOLOGY RETRACTED RETRACTED
RETRACTED
A straightforwardRETRACTED
observational survey RETRACTED
technique was employedRETRACTED in an
attempt to gain some
RETRACTED insight into howRETRACTED
RETRACTED the UK’s leading food retailers are
RETRACTED
RETRACTED
100
P. Jones et al.
currently trying to
RETRACTED engage customersRETRACTED
RETRACTED in sustainable consumptionRETRACTED within
their stores. More specifically, a structured visual observation and record-
RETRACTED RETRACTED
ing survey was undertaken in June RETRACTED
2009 by two of the RETRACTED authors in the
RETRACTED RETRACTED
largest store operated by each of theRETRACTED
UK’s top ten food RETRACTED
retailers Tesco,
Sainsbury’s, Asda, W.M. Morrison, Co-operative Group, Marks and Spencer,
RETRACTED RETRACTED
Waitrose, Spar, Londis/Budgen, Iceland RETRACTED
(Mintel, 2008) within RETRACTED
Cheltenham
and Gloucester. The stores varied considerably in size with the Tesco and
Sainsbury’s stores, for example, having some 50,000 square feet of shopping
RETRACTED
space and offering RETRACTED
a wide range of food RETRACTED
and non-food goods RETRACTEDwhile the
RETRACTED
Iceland and Budgen RETRACTED
stores had less than RETRACTED
1,000 square feetRETRACTED
of floor space
and concentrated exclusively on a relatively narrow range of foodstuffs.
The survey focused on the extent to which sustainable consump-
RETRACTED
tion messages were RETRACTED
being used in marketing RETRACTED communications RETRACTED
on banners,
posters,
RETRACTED and television screens, on the
RETRACTED RETRACTED RETRACTEDshelves and shelf edges, on the prod-
ucts themselves and on information leaflets and promotional leaflets and
RETRACTED RETRACTED
flyers. Such an approach offered two RETRACTED
distinct advantages. First,RETRACTED
it was sim-
ple to conceptualise, easily
RETRACTED RETRACTED RETRACTED RETRACTEDexecuted, and readily replicable. Second, the
authors believe that it captured an accurate picture of the ways in which
RETRACTED RETRACTED
messages about sustainable consumption RETRACTED
were, or were not, RETRACTED
being presented
to customers within stores. The survey was undertaken in June 2009 and the
authors spent between one and two hours in each store.
RETRACTED RETRACTED FINDINGS
RETRACTED RETRACTED
The survey revealed
RETRACTED some variation in the
RETRACTED extent to which the
RETRACTED top ten retail-
RETRACTED
ers communicated messages about sustainable consumption. However, the
RETRACTED
aim of the surveyRETRACTED
was not to provideRETRACTED a detailed comparison RETRACTED
of the retail-
ers but to identify broad themes and to explore how retailers are currently
trying to engage customers with sustainable consumption agendas at the
RETRACTED
point of sale. Three RETRACTED
general themes emerge. RETRACTED
First, the dominantRETRACTED
sets of mes-
sages were concerned with encouraging customers to consume rather than
to restrain from consumption or to promote sustainable consumption. All
RETRACTED
of the top ten food RETRACTED
retailers advertised RETRACTED
Buy 1 Get 1 Free RETRACTED
offers. The Co-
RETRACTED
op, for example RETRACTED
was offering a Buy One RETRACTED
Get One Free onRETRACTEDfour packs of
Grolsch and Carling bottled beers. In the Tesco store the same offer was
available on Pepsi, a variety of chocolate biscuits, and Quaver Crisps. The
RETRACTED
Sainsbury’s store RETRACTED
had Buy 1 Get 1 FreeRETRACTED offers on branded ranges RETRACTEDof suntan
lotion, shower gel,
RETRACTED deodorant, toothbrushes,
RETRACTED RETRACTEDtoothpaste, shampoo
RETRACTED and con-
ditioner, and baby wipes. A large note at the entrance to the Morrison’s store
RETRACTED
advertised a Buy 1RETRACTED
Get 2 Free offer on RETRACTED
large bottles of TangoRETRACTED
orange drinks.
While such promotions were
RETRACTED RETRACTED RETRACTED RETRACTEDnot all pervasive they can be seen to be setting
the tone for customer expectation.
RETRACTED
The majority RETRACTED
of the top ten retailersRETRACTED
also advertised a varietyRETRACTED
of ‘multiple
purchases at reduced prices’ offers such as Buy Any 4 for £3, Any 2 for
£2,and Buy Any 3RETRACTED
RETRACTED for £5. ln the Asda RETRACTED
store, for example, such offers were
RETRACTED
widely advertised and included display cabinet and shelf edge Any 2 for
RETRACTED
£4 offers on fish RETRACTED
fillets, smoked mackerel, RETRACTEDsmoked salmon RETRACTED
and prawns,
RETRACTED
prominent postersRETRACTED
advertising Any 3 forRETRACTED
£1O on up to 50 leading RETRACTED
wines,’ Any
2 for £5 offers on a range of packs of cold meats, and Any 3 for £3 offers on
RETRACTED
bread. In the Tesco RETRACTED
store prominent signs RETRACTED
advertised 15-canRETRACTED
packs of John
Smith’s beer and Caning lager and 15-bottle packs of Becks beer, which
were on sale at £12 each as Any 2 for £16 and Any 3 for £20, and bottles
RETRACTED
of wine individually RETRACTED
on sale at betweenRETRACTED
£4.49 and £6.99 were RETRACTED
advertised as
RETRACTED
Any 3 for £1O and RETRACTED
Any 6 for £19. While RETRACTED
the retailers can RETRACTED
claim that such
price reductions provide value for money for their customers they can also
be interpreted as stimulating consumption. This may be particularly true for
RETRACTED
food retailers given RETRACTED
research indicating RETRACTED
that an estimated 6.7RETRACTED
million tons of
food waste
RETRACTED (roughly a third of all food
RETRACTED RETRACTED RETRACTEDpurchased) is produced annually in
the UK, most of which could have been eaten (WRAP, 2007). More generally
RETRACTED
the Co-op displayed RETRACTED
a number of posters RETRACTED
and shelf edge labels RETRACTED
for a range
of products exhorting customers
RETRACTED RETRACTED RETRACTED RETRACTED to Try Me I’m Truly Irresistible.
Second and more positively, though less obviously, there are a lim-
RETRACTED RETRACTED
ited number of messages with sustainable RETRACTED
consumption themes. RETRACTED
Marks and
Spencer used a number of posters to stress its general commitment to move
to sustainable consumption. In focusing on climate change for example, a
RETRACTED
prominent poster RETRACTED
carried the messages RETRACTED
We aim to make our RETRACTED
UK and Ireland
RETRACTED
operations carbonRETRACTED
neutral within 5 years RETRACTED
and We’ll maximize RETRACTED
our use of
renewable energy and use offsetting only as a last resort. Within the food
section of the Marks and Spencer’s store shelf edge labels asked Did you
RETRACTED
know over 70% ofRETRACTED
our M&S food packaging RETRACTED
is widely recycled? RETRACTED
and exhort
customers
RETRACTED to Look out for the symbol on
RETRACTED RETRACTED RETRACTED packs to learn more. A large hang-
ing banner in the Morrison’s stores advertised the company’s Great Taste
RETRACTED
Less Waste campaign RETRACTED
and included directionRETRACTED to a website. RETRACTED
This campaign
includes advice on “planning,”
RETRACTED RETRACTED RETRACTED RETRACTED which encourages customers to organize
meals to make the appropriate shopping lists, “storing”’ food correctly so
RETRACTED RETRACTED
that it will last longer, and on how to “create RETRACTED
delicious meals RETRACTED
from leftovers.”
RETRACTED
At the checkouts aRETRACTED
number of the top ten RETRACTED RETRACTED
food retailers also deployed posters
and displays to encourage customers to use reusable carrier bags. A sign at
RETRACTED
all the checkouts RETRACTED
at the Co-op store, for RETRACTED
example, had theRETRACTED message Bags
are for life, not just for one shopping trip while a large poster prominently
displayed within the store advertised The Co-operative Bag as The UK’S first
supermarket Fairtrade cotton carrier bag and reminded customers that An
RETRACTED RETRACTED
environmental alternative RETRACTED
to plastic carrier is always available. RETRACTED
In a similar
vein posters at the checkouts at Sainsbury’s simply encouraged its customers
to Remember to re-use your bags and thanked them for helping us to reduce
RETRACTED
carrier bag usage RETRACTED
by over half. RETRACTED RETRACTED
A number ofRETRACTED
RETRACTED the major food retailers RETRACTED also drew attention
RETRACTED to two
other elements often associated with sustainable consumption, namely their
RETRACTED
102
P. Jones et al.
Fairtrade range ofRETRACTED
RETRACTED products and the importance
RETRACTED they attach toRETRACTED
locally sourced
produce. A leaflet in the Co-op, for example, announced that the company
RETRACTED
had extended ourRETRACTED
support for FairtadeRETRACTED
by adding a host of new RETRACTED
products to
RETRACTED
our ever growing RETRACTED
range of goods carrying RETRACTED
the Fairtrade mark RETRACTED
and exhorted
customers to Purchase Fairtrade today and make a difference to lives across
RETRACTED RETRACTED
the world. In a similar vein a prominent RETRACTED
poster in the central RETRACTED
escalator well
in the Marks and Spencer’s store proclaimed that By being affair trade part-
ner we’ll help to improve the lives of hundreds of thousands of people in our
RETRACTED
worldwide supply RETRACTED RETRACTED
chain and local communities. Within the RETRACTED
Co-op store the
RETRACTED RETRACTED
posters that advertised RETRACTED
A great deal locally were pervasive and RETRACTED
an informa-
tion leaflet described the company’s policy of sourcing products from within
40 miles of our store, showing our commitment to your local community.
RETRACTED
A number ofRETRACTED RETRACTED
retailers used sustainable RETRACTED
consumption messages about
specific
RETRACTED products. Behind the wet fish counter
RETRACTED RETRACTED RETRACTED in the Asda store, for example,
a poster informed customers that Our fresh fish outlets have been certified to
RETRACTED
sell produce fromRETRACTED
well managed and RETRACTEDsustainable fisheries RETRACTED
which meet the
environmental standards of
RETRACTED RETRACTED RETRACTED RETRACTEDthe Marine Conservation Society and a simi-
lar poster in Waitrose carried the message We sell fish from well managed
RETRACTED RETRACTED
fisheries using responsible RETRACTED
fishing methods. The packaging RETRACTED
on the branded
Young’s Mariners Pie in Iceland carried the message that We’ve developed our
fish for life programme to ensure that all of our fish is responsibly sourced and
RETRACTED
customers wanting RETRACTED
to know more about RETRACTED
the company’s work RETRACTED
to help con-
RETRACTED
serve fish for futureRETRACTED RETRACTED
generations are directed to a website. In RETRACTED
a similar vein
Waitrose provided a leaflet describing its Timber sourcing policy for garden
furniture. The company claimed that Our timber sourcing policy has been
RETRACTED
specifically devisedRETRACTED
to provide our suppliersRETRACTED
with the necessary RETRACTED
guidance and
support
RETRACTED to move towards Forestry Stewardship
RETRACTED RETRACTED RETRACTED Council (FSC) certification in
a progressive and systematic manner and suggested that In 2009 83% of the
RETRACTED
garden furniture RETRACTED
we purchase will be RETRACTED
FSC certified. A number RETRACTED
of retailers
also print sustainable consumption
RETRACTED RETRACTED RETRACTED RETRACTED messages on the packaging of their own
brand toilet and kitchen tissues. The packaging on Morrison’s own brand
RETRACTED
tissues, for example,RETRACTED
carries the message RETRACTED
‘For every tree we use RETRACTED
we replant 3,
RETRACTED RETRACTED
100% recycled environment RETRACTED
friendly, and With your help we RETRACTED
can look after
the world’s forests. The packing on Spar’s own label kitchen and toilet tissue
RETRACTED
informed customers RETRACTED
that these productsRETRACTED
are from well managed RETRACTED
forests, con-
trolled sources and recycled wood fibre. The Co-op also used posters and
shelf edge labels to encourage customers to Choose Eco-Friendly as part of
the promotion of its range of washing and cleaning materials.
RETRACTED
The third issueRETRACTED
revealed by the survey RETRACTED RETRACTED
is the lack of messages and infor-
mation about sustainable consumption available at the point of sale within
stores. In all the stores visited for the survey the overwhelmingly dominant
RETRACTED
messages concerned RETRACTED
money saving offers RETRACTED
and bargains. Almost RETRACTED
equally wor-
ryingly messages about sustainable
RETRACTED RETRACTED RETRACTED RETRACTED consumption on shelf edges—and more
particularly on packaging—are often written in small print underneath or at
the side of the product.
RETRACTED RETRACTEDWhile such information
RETRACTED may be Located
RETRACTED and read
by committed consumers who positively look for products with sustainable
RETRACTED RETRACTED
consumption credentials it seems unlikelyRETRACTED RETRACTED
that this approach will engage
RETRACTED
those customers who RETRACTED RETRACTED
currently have little RETRACTED
awareness or concern for such
issues.
REFLECTIONS
The findings of the survey of the top ten food retailers’ stores within
RETRACTED
Cheltenham and RETRACTED
Gloucester revealed RETRACTED
mixed messages in RETRACTED
that while the
leading food retailers
RETRACTED are providing customers
RETRACTED RETRACTED with some RETRACTED
information on
sustainable consumption the dominant thrust of marketing communication
RETRACTED RETRACTED
within stores is designed to encourageRETRACTED RETRACTED
consumption. The paradox is cap-
tured in a Doing the Right Thing
RETRACTED RETRACTED RETRACTED RETRACTED display in the Marks and Spencer’s store,
which informs customers that if they Donate your old Marks and Spencer’s
RETRACTED RETRACTED
clothes and soft furnishing to Oxfam and RETRACTED
you’ll get a MarksRETRACTED
and Spencer’s
voucher for £5 when you spend £35 or more on clothing, home and beauty.
A number of issues merit discussion.
RETRACTED RETRACTED
First, there are a set of issues relatingRETRACTED RETRACTED
to the extent to which consumer
RETRACTED RETRACTED
concerns about sustainable consumption RETRACTED RETRACTED
influence food buying behaviour.
On the one hand the major retailers report that customers have growing
concerns about a range of environmental issues, particularly climate change,
RETRACTED
and about the source RETRACTED RETRACTED
and methods of production RETRACTED
of food and that they are
increasingly looking for retailers to take significant responsibility for address-
ing such issues (Global Coca Cola Retailing Research Council Forum, 2009).
RETRACTED
More independently, RETRACTED
Ipsos/Mori (2008)RETRACTED RETRACTED
argue that retailers “point to increas-
ing awareness, interest and even
RETRACTED RETRACTED RETRACTED RETRACTED excitement among the mainstream public
on sustainability issues.” Ipsos/Mori (2008) also suggest that there is evi-
RETRACTED
dence that customers RETRACTED
are “hungry for RETRACTED RETRACTED
information on the sustainability of
the products they buy.” On the other hand, focus group research (Owen,
Seaman, & Prince, 2007) conducted for DEFRA suggested that “sustainable
RETRACTED
consumption andRETRACTED
production of food RETRACTED
are not the kinds of RETRACTED
issues which
RETRACTED
participants think RETRACTED
about.” That said, Owen RETRACTED RETRACTED
et al (2007) report that the par-
ticipants felt that food retailers should not only “make sustainable choices
clear’ and ‘affordable’ but they should also ‘reduce bad offers.”
RETRACTED
This begs the RETRACTED
question about the RETRACTED
most effective way RETRACTED
retailers can
use marketing communications within stores to encourage customers to
make sustainable choices. Reisch, Spash, & Bietz (2008), for example,
RETRACTED
warn “sustainability RETRACTED
communication isRETRACTED
a highly complex and RETRACTED
even risky
activity that needs careful strategic
RETRACTED RETRACTED RETRACTED RETRACTED planning and genuine stake holder
input.” Research undertaken amongst a number of major European retail-
RETRACTED
ers (Almaani et al., RETRACTED
2004) suggests that RETRACTED
messages designed RETRACTED
to promote
sustainable consumption need “to take into consideration the average
customer awareness on sustainability issues” and that “the message will be
RETRACTED
104
P. Jones et al.
more successful ifRETRACTED
RETRACTED it conveys clear feel of a direct usefulness
RETRACTED and advan-
RETRACTED
tage provided to the customer by the sustainable products compared to
RETRACTED
unsustainable ones.”RETRACTED
More specificallyRETRACTED
Almaani et al. (2004) RETRACTED
identify three
RETRACTED
key elements as RETRACTED
being essential for RETRACTED RETRACTED
retailers’ marketing communications
campaigns for sustainable consumption: “segmentation and target infor-
RETRACTED
mation’; ‘visibilityRETRACTED
of products and ofRETRACTED communication”; and RETRACTED
the need to
“use change routines to capture attention.” The first focuses on the need
to “target very precisely the information” a retailer wants ‘to provide to
RETRACTED
the right group RETRACTED
of customers”; the second RETRACTED emphasises the RETRACTED
“visibility of
RETRACTED RETRACTED
products and communication” with theRETRACTED
accent being on “ensuring RETRACTED that prod-
ucts and communications are placed in visible spots, easily accessible and
available”; while the third emphasises the importance of changing market-
RETRACTED
ing communication RETRACTED
messages regularly RETRACTED
to continually capture RETRACTEDcustomers’
attention.
However within a constantly changing and fiercely competitive busi-
RETRACTED
ness environmentRETRACTED
there have to be realistic RETRACTED RETRACTED
limits to the information about
sustainable consumption the
RETRACTED RETRACTED RETRACTED RETRACTED major retailers can provide in store on the
vast range of products they offer for sale and on their ability to verify such
RETRACTED
information whenRETRACTED
they are sourcing products RETRACTED RETRACTED
from a large number of suppli-
ers and producers drawn from often wide geographical areas. Furthermore,
there are dangers that providing accurate and verifiable information for all
RETRACTED
products “drownsRETRACTED
out the ability of consumersRETRACTED RETRACTED
to make like-for-like compar-
RETRACTED
isons and ceases RETRACTED
to provide them with RETRACTED
any useful means RETRACTED
of comparison”
(Consumer Focus, 2009). A more realistic approach for the major food
retailers might be to pursue choice editing, for example by not stocking
RETRACTED RETRACTED
environmentally damaging products orRETRACTED
by continuing to develop RETRACTED labelling
policies,
RETRACTED for example, with labels indicating
RETRACTED RETRACTED RETRACTED the carbon footprint of all prod-
ucts within their stores. At the same time it is important to recognize that
RETRACTED RETRACTED
the act of consumption is often divorced RETRACTED
from the product RETRACTED
that is being
consumed. Dolan (2002) argues
RETRACTED RETRACTED RETRACTED RETRACTED that conventional approaches to sustainable
consumption “center on the notion of the rational individual and his or her
RETRACTED
needs and wants,RETRACTED RETRACTED
and neglect the significance of consumptionRETRACTED
practices as
RETRACTED RETRACTED
embodying the relations RETRACTED
between individuals” and warns that RETRACTED
“the develop-
ment of sustainable consumption as a widespread practice within societies
RETRACTED
is more complex thanRETRACTED
change in individual RETRACTED
values and practices”RETRACTED(p. 180).
Second, while many retailers stress their commitment to drive a
sustainability agenda throughout the supply chain, the limited information
on sustainable consumption available to customers within stores suggests
RETRACTED
that retailers mayRETRACTED
be concentrating their RETRACTED RETRACTED
efforts on their sourcing and dis-
tribution activities and on the physical operation of their stores. Here they
have greater control and here too they can more easily align and mon-
RETRACTED
itor sustainability RETRACTED
and resource efficiency RETRACTED
goals. In outlining RETRACTED
its Matrix of
Action Points as part of its
RETRACTED RETRACTED RETRACTED RETRACTED contribution to the European Retail Forum
(Eurocommerce, 2009) ASDA, for example, provides a number of detailed
and time constrained
RETRACTED targets for the reduction
RETRACTED RETRACTED of energy consumption
RETRACTED within
its stores and water usage within its distribution depots under the How We
RETRACTED
Sell action point whileRETRACTED
simply citing the RETRACTED
company’s free magazine RETRACTED
as the only
RETRACTED
method of providing RETRACTED RETRACTED
information for customers under the how RETRACTED
we commu-
nicate action point. If consumers are to be made more aware of sustainable
RETRACTED
consumption choices RETRACTED RETRACTED
then as Doreen Fedrigo, European Union RETRACTED
Policy Co-
ordinator for the European Environment Bureau, argues “visible change is
needed on supermarket and shop shelves and in advertising messages”
RETRACTED
(European Environment RETRACTED Bureau, 2009).RETRACTED RETRACTED
RETRACTED
Third, there are RETRACTED
issues about the power RETRACTEDof the retailers RETRACTED
in constructing
sustainable consumption agendas. While some of the major food retailers
explicitly stress their commitment to sustainable consumption and others
RETRACTED
imply such commitment, RETRACTED they can be RETRACTED
seen to be collectively RETRACTED
constructing
their own
RETRACTED definition of the concept. Such
RETRACTED RETRACTED RETRACTED constructions certainly resonate
with Jackson’s (2006) emphasis on improvements in efficiency and make
RETRACTED
little or no mention RETRACTED
of consuming less. RETRACTED
While the major foodRETRACTED
retailers might
claim to be pursuing agendas
RETRACTED RETRACTED RETRACTED RETRACTED that are socially ascribed, in that such agendas
generally, but not universally, strike a chord with consumers, they favour
RETRACTED
voluntary action and RETRACTED
consistently baulk RETRACTED
at, and often activelyRETRACTED
resist, statutory
regulation. While all the major retailers generally claim to be listening and
responding to their customers, the simple survey suggests that some retailers
RETRACTED RETRACTED
are reluctant to provide customers withRETRACTED
the detailed information RETRACTED
at the point
RETRACTED
of sale that would RETRACTED RETRACTED
allow them to take responsibility RETRACTED
for sustainable consump-
tion through their individual purchasing decisions. Thus many food retailers
echo the sentiments of European Retail Forum that sustainable consump-
RETRACTED
tion is about ‘showing RETRACTED leadership onRETRACTED RETRACTED
environmental sustainability’ while
“ensuring
RETRACTED innovation and competitiveness’
RETRACTED RETRACTED RETRACTED and on ‘how best to advance
sustainable consumption, whilst ensuring innovation and competitiveness of
RETRACTED RETRACTED
the sector” (Eurocommerce, 2009). RETRACTED RETRACTED
Finally this inRETRACTED
RETRACTED turn raises broader RETRACTED
and more fundamental issues about
RETRACTED
the efficacy of promoting sustainable consumption while maintaining growth
RETRACTED
and about economic RETRACTED
growth itself. OnRETRACTED
the one hand, DepartmentRETRACTED for the
RETRACTED
Environment, Food RETRACTED
and Rural Affairs (2006)RETRACTED
suggests that ‘the RETRACTED
central chal-
lenge’ of the UK government’s Sustainable Development Strategy is “to break
RETRACTED RETRACTED
the link between economic RETRACTED
growth and environmental RETRACTED
impacts.” On the other
hand, Reisch et al. (2008) for example, note that although moving towards
sustainable consumption is a major policy agenda, “Growth of income and
material throughput by means of industrialization and mass consumerism
RETRACTED
remains the basicRETRACTED
aim of western democracy” RETRACTED and they argue RETRACTED
that “rather
than controlling consumption, recycling materials and increasing production
efficiency have tended to be the dominant means supposed to decouple
RETRACTED RETRACTED
environmental degradation from economicRETRACTED
growth.” JacksonRETRACTED
(2009) empha-
sises the importance of distinguishing
RETRACTED RETRACTED RETRACTED RETRACTED between “relative” and “absolute”
decoupling with the former referring to the decline of resource impacts
RETRACTED
106
P. Jones et al.
relative to growth RETRACTED
RETRACTED and the latter signifying an absolute decline RETRACTED
RETRACTED in such impacts.
While the major retailers generally claim to support the relative decoupling
RETRACTED RETRACTED
through their commitments RETRACTED
to efficiency, they currently show RETRACTED
little enthusi-
RETRACTED RETRACTED
asm for absolute decoupling RETRACTED
which Jackson RETRACTED
believes “is essential if economic
activity is to remain within ecological limits” (p. 57). Jackson concludes his
RETRACTED
discussion of “The RETRACTED
Myth of Decoupling” RETRACTED
arguing that “it is RETRACTED
entirely fanciful
to suppose that deep emission and resource cuts can be achieved without
confronting the structure of market economies.” This echoes Dolan’s (2002,
RETRACTED RETRACTED
p. 57) belief that “the goal of sustainable RETRACTED
consumption needsRETRACTED
to be seen as a
RETRACTED RETRACTED
political project, recognising the powerRETRACTED
relations between socialRETRACTED
groupings
and between cultural value system” and his warning that “this is the context
within which the idea of sustainability will stand or fall” (p. 57).
RETRACTED RETRACTED CONCLUSIONRETRACTED RETRACTED
A survey of the UK’s top ten food retailers suggests that customers
RETRACTED RETRACTED
are currently offered limited informationRETRACTED
to enable them RETRACTED
to engage with
sustainable consumption
RETRACTED RETRACTEDor to allow such information to guide
RETRACTED their shop-
RETRACTED
ping behaviour. This would seem to suggest that these food retailers are, at
RETRACTED RETRACTED
best, pursuing a “weak,” rather than a RETRACTED RETRACTED
“strong” model of sustainable devel-
opment. However despite the leading
RETRACTED RETRACTED RETRACTED RETRACTED food retailers’ public commitment to
sustainable consumption this model is being consistently undermined by
RETRACTED
the dominant thrust RETRACTED
of their marketing RETRACTED
messages within stores RETRACTED
which are
primarily designed to encourage consumption. In examining current pol-
icy agendas on sustainable consumption, Reisch et al. (2008) argue that
RETRACTED
“the policy agenda RETRACTED RETRACTED
on sustainable consumption is in dangerRETRACTED
of becoming a
RETRACTED
merely rhetorical RETRACTED
reflection of concern.” RETRACTED
However sustainable RETRACTED
consumption
is a contested concept and retailers who define it largely within the idiom of
resource efficiency and economic growth seem likely to continue to attract
RETRACTED RETRACTED
potentially increasingly vocal criticism RETRACTED
from those who are RETRACTED
exercised about
what Jackson (2009) has described as “an emerging ecological crisis that is
likely to dwarf the existing economic crisis.”
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Journal of Food Products Marketing

ISSN: 1045-4446 (Print) 1540-4102 (Online) Journal homepage: https://www.tandfonline.com/loi/wfpm20

Marketing Sustainable Consumption within Stores:

Peter Jones , Daphne Comfort & David Hillier

To link to this article: https://doi.org/10.1080/10454446.2012.653779

Published online: 24 Feb 2012.

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