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Sustainable Retailing German Grocery Retailers and Their Challenge of Communicating Sustainability

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Sustainable Retailing German Grocery Retailers and Their Challenge of Communicating Sustainability Dissertation Sustainable Retailing German Grocery Retailers and their Challenge of Communicating Sustainability Marcus Saber Email: [email protected] Enforcing and communicating sustainability is one of the biggest challenges for retailers in today’s business environment. Retailers are facing pressure from various stakeholders since the topic of sustainability is constantly moving up the agendas of companies, politics, and the me- dia. Additionally, it is intensely discussed by a critical public. This dissertation consists of three related studies – one conceptual study and two research studies – that analyze sustainable be- havior, reporting and communication in grocery retailing in Germany. In particular, sustainable behavior is compared across different retail formats. In the frst study, the business model of grocery discounters and supermarkets is compared with respect to the impact on sustainability. The cost-leadership strategy applied by discounters is analyzed regarding its infuence on strong and weak sustainability. The second article focuses on supermarkets, discounters and organic supermarkets. Based on the sustainability reports it is examined which information is disclosed and which legitimation strategies are applied if negative impacts have to be reported. The analy- sis revealed that, even within the same industry and country, a wide range with respect to quality levels of sustainability reporting exists. Furthermore, all retailers are reluctant about reporting negative aspects and frequently use similar legitimation strategies. The third article deals with communication of sustainability of both supermarkets and discounters comparing sustainabili- ty reporting and communication in the stores. It is shown that no clear difference between sus- tainability reporting of discounters and supermarkets was observable. However, supermarkets outperformed discounters with respect to in-store communication. Sustainable Retailing German Grocery Retailers and their Challenge of Communicating Sustainability Publication-based dissertation submitted in partial fulfillment of the requirements for the degree Doctor of Economics (Dr. rer. oec.) at HHL Leipzig Graduate School of Management Leipzig, Germany submitted by Marcus Saber Leipzig, October 23, 2018 First Assessor: Prof. Dr. Manfred Kirchgeorg HHL Leipzig Graduate School of Management Deutsche Post Chair of Marketing, esp. E-Commerce and Cross-Media Management Second Assessor: Prof. Dr. Andreas Suchanek HHL Leipzig Graduate School of Management Dr. Werner Jackstaedt Chair of Economic and Business Ethics Acknowledgement The process of writing a doctoral thesis sometimes feels like an expedition into an unknown and undiscovered world, unsure about the way, the purpose and about whether the destination will ever be reached. On an expedition, motivation and effort by themselves are usually not enough to reach the goal. The people who join you on your journey are the key determinant for success. This fact I now can confirm as true for writing a doctoral thesis as well. Without the people who accompanied and supported me during the last four years, this project would have not been possible. Therefore, I want to take the opportunity to thank everyone for the support during the dissertation process. First, my particular gratitude is directed to my advisor, Prof. Dr. Manfred Kirchgeorg, for the possibility to write my doctoral thesis at his chair. In addition, I want to express my special thanks to him for his guidance and motivation as well as his feedback during the course of my dissertation. His patience and the enriching discussions we had were important for me to complete my doctoral thesis. Sharing his experience with me was a valuable contribution to my own personal and professional development. Second, I want to express my thankfulness to my colleagues, especially Dr. Anja Weber and Tobias Naujoks and the staff of the chair of Marketing and entire HHL. I furthermore would like to thank Miriam, Reinhard and Uwe for being an essential part of my personal and professional development, guiding me through difficult and life- changing situations and being reliable persons to talk to whenever needed. Moreover, I want to thank all my Norwegian companions for taking me on all the amazing expeditions to the most remote places on earth: All those trips have been so mindful, helping me to keep my personal balance and to not lose sight of my goals - skills very well needed when being a doctoral student. At last, I would particularly like to thank my mother, my brother Martin and my friends, Philipp and Annegret for their unlimited and constant support, motivation and presence for all the times I was in need for help and advice. Table of Contents List of Figures .............................................................................................................. IV List of Tables ............................................................................................................... IV List of Abbreviations ................................................................................................... V I. Sustainable Retailing – German Grocery Retailers and their Challenge of Communicating Sustainability .............................................................. 1 1 Introduction .............................................................................................................. 1 1.1 Relevance and development of sustainability in academic research ....................... 2 1.2 Practically relevance ................................................................................................. 4 2 The entire Research Project ..................................................................................... 6 2.1 Related research, research questions and research objectives ................................. 6 2.2 Classification within related research streams ......................................................... 9 2.3 Overview publication status ................................................................................... 14 3 Article Summary .................................................................................................... 15 3.1 Summary Article A: Discount Grocery Retailing: Cost-Leadership- Strategy versus Sustainability – Does it fit together? ................................................... 15 3.2 Summary Article B: Sustainable Grocery Retailing: Myth or Reality? – A Content Analysis ....................................................................................................... 16 3.3 Summary Article C: How do Supermarkets and Discounters communicate about Sustainability? – A comparative Analysis of Sustainability Reports and In-Store Communication ................................................... 16 4 Dissertation Results, Contribution and Implications ............................................. 18 5 Limitations and Future Research ........................................................................... 23 6 Outlook ................................................................................................................... 25 7 References .............................................................................................................. 26 II. Article A: Discount Grocery Retailing: Cost-Leadership-Strategy versus Sustainability – Does it fit together? ............................................................. 35 1 Introduction ............................................................................................................ 35 2 Literature Review ................................................................................................... 37 2.1 Grocery discounters and traditional supermarkets ................................................. 37 I 2.2 Cost-leadership-strategy and lean management within economic sustainability ................................................................................................................. 37 2.3 The concept of “strong” and “weak” sustainability within sustainability research ......................................................................................................................... 39 3 Research Design ..................................................................................................... 41 3.1 Research method .................................................................................................... 41 3.2 Analytical approach ................................................................................................ 42 4 Findings .................................................................................................................. 44 4.1 Procurement and supply chain ............................................................................... 45 4.2 Logistics and transportation ................................................................................... 46 4.3 Store concepts and store design ............................................................................. 47 4.4 Energy consumption and environment ................................................................... 48 5 Discussion and Analysis ........................................................................................ 49 5.1 “Strong sustainability” ........................................................................................... 49 5.2 “Weak sustainability” ............................................................................................. 51 5.3 Cost-leadership
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