Framing sustainable consumerism in the retail market : a case study of Axfood

Abstract: The pressure on retail businesses to be a part of, or even lead, the transition into a more sustainable world is putting a lot of pressure on the wholesale market. The debate on whom the responsibility should fall on is divided between consumers, the government, and companies. Retail businesses do nevertheless play a significant role in society by shaping how and what behavior consumers have. Earlier studies in the retail and wholesale industry revolve around supplier chains, sustainable food, ecological food, and consumer behavior. This thesis is a case study of Axfood which aimed to identify different frames of sustainable consumerism. The study used frame theory to analyze the findings through a frame analysis. Three frames were found in the analysis; sustainable consumers, change processes, and actor constellations. The findings of the sustainable consumerism frame were that they viewed consumers as price oriented and not enough informed about the climate crisis. Without engagement from consumers, companies cannot create a market for sustainable consumerism. The framed solution was a need for political and systematic societal changes to create lower prices on sustainable products so that consumers can afford these products. The change process frame mentioned the lack of governmental support in favor of creating the necessary change. The framed solution was to create more political responsibility, taxes, and funds to create long-term change in the wholesale and retail business. The final frame was the actor constellation which presented a lack of engagement in the industry. Saying that one company can not create the big movement needed to change unsustainable consumerism in the retail industry. Creating a joint engagement in the industry, stakeholders, and government and having similar goals in their business plans was the presented solution. The engagement for a sustainable future is present within the retail industry but is silenced by pricing, individualism, and the fixed structures in today's society, a truly wicked problem.