Projektnamn: Sustainability investments for online retailers: investigating customer preferences to pay more for sustainable practices
Projektledare: Shakiba Khodabandeh
Anslagsförvaltare: Stockholms universitet
Beviljat anslag: 70 000 kr
Löptid: 2025-09-02 till 2026-09-30
Sammanfattning av projektet:
Retailers face high costs and tight margins, making it difficult to implement sustainability efforts. Online retail adds challenges like price competition and lack of in-store or social influence cues. Meanwhile, a 2024 report (Swedish House of Finance, 2024) shows Swedish customers remain concerned about climate change but are less willing to pay for sustainable investments.
The aim of this project is to identify customer preferences for supporting sustainability investments in online retail, providing evidence-based guidance to the Swedish retail industry on how to prioritize, communicate, and sustain their sustainability initiatives effectively.
Referring to the brand value chain framework, the study addresses the customer mindset stage of the value chain. Identifying facets of sustainability most salient to customers can enable online retailers to prioritize their efforts and communicate their sustainability practices more effectively. Using a two-phase approach, the research plans to gather accurate insights about customers’ willingness to pay for sustainability.
