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Designing Sustainable Retail Environments: Bridging The Gap Of Sustainability Between The Retailer And Consumer
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Designing Sustainable Retail Environments: Bridging The Gap Of Sustainability Between The Retailer And Consumer

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The presentation explores the opportunities for environmental sustainability that exist at the very heart of any consumer society: the retail space.

The presentation explores the opportunities for environmental sustainability that exist at the very heart of any consumer society: the retail space.

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Designing Sustainable Retail Environments: Bridging The Gap Of Sustainability Between The Retailer And Consumer Designing Sustainable Retail Environments: Bridging The Gap Of Sustainability Between The Retailer And Consumer Presentation Transcript

  • Designing Sustainable Retail Environments Bridging The Gap Of Sustainability Between The Retailer And Consumer
  • Consumption
  • Consumption
  • Green
  •  
  •  
  • Current Sustainability Status & Developments Across the World & India
  • Green Supply Chains Green Infrastructure GREEN CORPORATE IMAGE AMONG THEIR CONSUMERS
    • The Bureau of Energy Efficiency in India has categorized the retail sector as an energy-intensive industry. The government of India’s national action plan on climate change, released on July 30, 2008,aims to boost energy efficiency and put stricter regulations to reduce the demand for energy.
    Re-feel, has captured a unique market of re-filling cartridges making it economical and environment friendly at the same time. The move at the right time has helped it to secure 65 retail stores across India.
  • In short, retailers who adopt sustainable business practices would sustain themselves in business with higher profitability and greater consumer loyalty
  • Sustainability through the eyes of the consumer
    • A survey conducted by a global research firm revealed that
      • the vast majority of respondents from developing countries believed in the threat emanating from global warming
  • Sustainability through the eyes of the consumer
      • a large number of consumers in developing countries were willing to pay more for green products
      • The survey highlights the possible cost benefits accruing from green initiatives from which successful and sustainable business models can be developed for retailers.
  • Sustainability through the eyes of the consumer
    • Another study finds that people who are environmentally conscious do not necessarily behave pro-environmentally
  • Sustainability through the eyes of the consumer
      • It has been shown that when pro-environmental behavior aligns with self-interest individuals comply
  • Sustainability through the eyes of the consumer
      • In this sense, the retail space is to be effective when the product meets consumers' needs and aligns with their values (e.g. saving money on fuel, and increasing children's safety).
      • Conversely, the value-action gap may arise when pro-environmental behaviour does not go along with self-interest.
  • Sustainability through the eyes of the consumer
    • Although some (manufacturing) companies argue that they cannot influence consumer choice towards green products, they can and do shape consumption patterns through the products offered and how they are marketed
  • Defining environmentally sustainable products
    • The definition of an environmentally sustainable products, for consideration in this paper, is that the products should be readily available for purchase and include those supplied by companies with a reputation for reducing environmental impacts from their manufacturing processes.
  • Methodology
    • The type of consumer chosen for this study was a woman with children, who regularly shops at supermarkets
  • Results
    • Lack of Awareness
      • More than one-third of consumers surveyed said they would like to take action against climate change but do not know what to do.
      • Consumers were equally confused about buying green products.
  • Results
    • Distrust: 
      • Consumers doubt not only the quality of green products, but also their very greenness. Although they trust the environmental claims of scientists and environmental groups, they tend not to believe the claims of government, media, and business.
  • Results
    • High Prices:  
      • Because consumers perceive the benefits of green goods to be small and long term, they often view the often higher costs of these products to be too high.
  • Results
    • Low Availability:  
      • The ease of identifying more environmentally friendly products is reported as mildly difficult by the most environmentally concerned quartile of respondents
  • Product marketing communication
    • Respondents strongly agreed that they expected to be informed about new and improved product formulas and design.
    In short, how consumers think and feel about a particular product is affected by what they are accustomed to, and expect of the product
  • Product marketing communication
    • Observation: Most green products in the store are displayed quite individually
      • What is missing in this approach is emotion
  • Recommendations
  • Recommendations
    • Consider shopping modes
      • By considering shopping modes, retailers can begin to explore latent and overlooked possibilities for sustainability
  • Recommendations
    • Consider shopping modes
      • By considering shopping modes, retailers can begin to explore latent and overlooked possibilities for sustainability
    • Questions for further exploration
      • - What modes do customers exhibit and how might sustainability support them?
      • - How might we enable new modes that would inspire new positive behaviors?
      • - Which mode is the most receptive to a green conversation? How do we speak to that mode, and what do we say?
  • Recommendations
    • Design Moments
      • Moments inspire, and inspiration is important
  • Recommendations
    • Design Moments
      • Moments inspire, and inspiration is important
      • Questions for further exploration
      • How might we make small aisle sections dramatically stand out from the rest of the store, creating the possibility for ‘moments’?
      • How might that section inspire more sustainable lifestyle decisions?
      • What kind of sensory experiences might reconnect shoppers with the natural world?
  • Recommendations
    • Enable Community
      • Shopping is a social activity, even when we shop alone. In a connected world, opinions and last-minute requests are just a call or text message away
  • Recommendations
    • Enable Community
      • Shopping is a social activity, even when we shop alone. In a connected world, opinions and last-minute requests are just a call or text message away
    • Questions for further exploration
      • How might we enable people to find out more and share with others?
      • What benefit does community offer local suppliers over chains?
      • How might we connect expert shoppers to novices?
  • Recommendations
    • Help ‘make it mine’
      • Providing ‘fitting-room abilities’ for sustainability would go a along way in bridging the disconnect with shoppers.
      • It is often difficult to imagine what a more sustainable lifestyle would be like. Help ‘make it mine’
  • Recommendations
    • Help ‘make it mine’
      • Providing ‘fitting-room abilities’ for sustainability would go a along way in bridging the disconnect with shoppers.
      • It is often difficult to imagine what a more sustainable lifestyle would be like. Help ‘make it mine’
    • Questions for further exploration
      • - What if we merchandised sustainability the way a furniture store merchandises furniture?
      • - What does a sustainable lifestyle look like, and how do we express it?
      • - How might we help shoppers imagine living more sustainably?
  • THANK YOU