| dc.description.abstract | This study delves into the contributions made by firms within the Scandinavian outdoor industry to promote sustainable business practices. The research problem arises from the growing significance of sustainability and circular economy (CE) in the retail sector, necessitating regular investigation of these themes. By addressing the limitations of prior research, including sample size and pricing strategies, this study aims to fill the gaps by examining a broader range of firms spanning different price ranges.
To achieve the aims, four key research questions have been formulated. Firstly, the study explores the role of the Sustainable Development Goals (SDGs) in motivating firms to adopt CE practices. Secondly, it investigates strategies employed by firms to initiate value retention, a fundamental aspect of CE principles. Thirdly, the study examines the eco-innovations embraced by these firms to drive sustainable initiatives. Lastly, it explores the interrelationships between value retention, eco-innovations, and SDG 12 (considering sustainable consumption and production patterns), aiming to deepen the understanding of how excelling in these areas can contribute to the achievement of sustainability goals.
The main contributions derived from this study is that more mature firms with higher revenues are closer to achieving a CE due to bigger investment opportunities, contradicting the pressing barrier of having a rigid company culture. Also, sufficiency marketing proves to be the most used method among firms to enlighten and engage their consumers when communicating in regards to sustainability. Lastly, firms seem to prioritize product development through waste management and product innovations, rather than implementing radical changes.
Key words: Sustainability, eco-innovation, value retention, outdoor industry, sustainable development goals | |
