sustainable consumption (at home)

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SUSTAINABLE CONSUMPTION (AT HOME)

CSR FORUM 21.04.2015 11:15 AM - PANEL 2: “IMPLEMENTING CSR-MANAGEMENT”

Jill Küberling - Strategic Management, Leuphana University of Lüneburg Dr. Marina Beermann - Systain Consulting GmbH

Sustainable Consumption at Home: Two Perspectives And a Case-Study Approach

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Sustainable Consumption

at Home

Practitioner Perspective

Research Perspective

Sustainable Consumption/ Jill Küberling & Dr. Marina Beermann

BACKGROUND

Looking at the CSR-Status Quo: Shift of Action to a New Perspective on Corporate Social Responsibility

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RESSOURCES SUB-SUPPLIERS SUPPLIERS ORGANIZATION USE/

CONSUMER

CSR actions within the nineties

CSR actions of pro-active corporations today

BACKGROUND

REUSE

CSR future scenario

Looking at the CSR-Status Quo: Recently Organizations have not adressed the Use-Phase

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ORGANIZATION USE/ CONSUMER REUSE

BACKGROUND

High Potential for Sustainable Consumption


ORGANIZATION USE/ CONSUMER REUSE

BACKGROUND

References: UBA (2014): Soziale Innovationen im Aufwind, WWF (2012): Living Planet Report, Systain (2009).

Consumers can make a considerate contribution to reduce the Carbon Footprint of textiles by their inidivual behavior

Following the definition of Shrivastava (1995a, pp. 955):

Sustainable Consumption


BACKGROUND

“sustainability as offering the potential for reducing long�term risks associated with resource depletion, fluctuations in energy costs, product liabilities, and pollution and waste management.

Ecological sustainability provides a basis for creating competitive advantage. There is a large and growing segment of consumers who want ecologically friendly products, packaging, and management practices.

These "green" consumers are drawn to companies that genuinely use sustainable practices. The move toward ecologically sustainable development will require an overall value reorientation of both society and corporations.”

CSR and Sustainable Consumption Motivations


THEORETICAL SETTING

Economical Reputation, Customer Loyalty,

Positive Firm Evaluations (Aguinis & Glavas 2012)

Ecological Reduction of Ecological Footprint

Social Source for Value Creation

(Baumgartner, 2014)

Being aware about the high relevance of 1)  sustainability along the whole supply chain, including the use-phase and 2)  the rising group of sustainable consumers following research questions arise in the context of CSR:

1) How can the concept of sustainable consumption be implemented in the CSR strategy? 2) How can companies take responsibility for consumers´ behavior in a field of limited access: the use-phase of products?

Research Questions


RESEARCH QUESTIONS

PILOT SURVEY •  9 families in Kalmar/Sweden •  Duration of 6 months (2012) •  8 home visits per family •  Focus: waste, energy, water, well-being •  In-store seminars •  Implementation of home furnishing solutions for

a more sustainable life at home •  Tools for the analysis of their ecological footprint

Case Study – IKEA: Sustainable Life at Home

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IKEA & WWF: decided to collaborate in a project with the objective “to find ways of helping and inspiring people to live a more sustainable life at home and thereby reduce their environmental impact – and do this without compromising too much with everyday routines, and without adding extra costs and time.“


CASE STUDY

Results


- 30 % Average Electricity

- 70 % Non-Recyclable Waste

- 30 % Total Cost Savings

CASE STUDY

Derived Actions & Implementation in CSR Strategy

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•  International initiatives on motivating and inspiring consumers to live a more sustainable life at home, especially by involving their consumers more

•  Additional project on sustainable living at home in China with co-workers by creating an „eco-house“ in the IKEA store

•  Working on further product improvements for sustainable living •  Creation of online platform for interaction and sharing with others for an improvement of

sustainable behavior •  “Customers talking to customers” creates more credibility

Sustainable Consumption / Jill Küberling & Dr. Marina Beermann

CASE STUDY

CONCLUSION

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The IKEA case shows that •  organizations can expand their corporate responsibility towards the use-phase of their

products •  due to its concept IKEA can

1) decrease its own organizations´ environmental footprint & 2) intense its consumer relationship management & 3) foster sufficiency without dropping its business model (e.g. Rifken 2014).

•  Increasing the demand of sustainable products by motivating consumers on a sustainable lifestyle


CONCLUSIONS

OUTLOOK

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Organizations can •  provide its consumers solutions and inspire them to change their

behavior •  provide tools for the measurement and the visualization of

sustainable improvements – on a consumer level •  expand the supply chain vertically and implement the product use

phase especially in manufacturing industries


OUTLOOK

The families in Kalmar have proved that there are no major barriers for people to start living more sustainably, but they need guidance on how to take the first steps. Even small changes can have a substantial, global impact.

CONTACT

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Jill Küberling Otto Group Chair of Strategic Management Leuphana University of Lüneburg [email protected] Dr. Marina Beermann Systain Consulting GmbH, Hamburg [email protected]


LITERATURE

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Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social responsibility a review and research agenda. Journal of Management, 38(4), 932-968.

Baumgartner, R. (2014). Managing Corporate Sustainability and CSR: A Conceptual Framework Combining Values, Strategies and Instruments Contributing to Sustainable Development. Corporate Social Responsibility and Environmental Management , (21): 258-271.

Bhattacharya, C. B., Korschun, D., & Sen, S. (2009). Strengthening stakeholder–company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics, 85(2), 257-272.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.

Collins, C. M., Steg, L., & Koning, M. A. (2007). Customers' values, beliefs on sustainable corporate performance, and buying behavior. Psychology & Marketing, 24(6), 555-577.

Crane, A., Matten, A. (2007). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization. Oxford: Oxford University Press.

Dobson A. 2007. Environmental Citizenship: Towards Sustainable Development. Sustainable Development 15: 276–285. DOI: 10.1002/sd.344. Donaldson, T., & Preston, L. E. (1995). The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of management

Review, 20(1), 65-91. Hogg, M. A. (2006). Social identity theory. Contemporary social psychological theories, 13, 111-1369.


LITERATURE

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Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.

Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research,

38(2), 225-243.

Shrivastava (1995), “The role of corporations in achieving ecological sustainability”, Academy of Management Review, Vol. 20 No. 4, pp. 936�60.

Solomon, E. (2001). The dynamics of corporate change: Management’s evaluation of stakeholder characteristics. Human Systems Management, 20, 257–265. Young, CW, Hwang, K, McDonald, S and Oates, C (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18 (1). 18 - 31.


sustainable consumption (at home)

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