CSR Implementation and Outcomes: The Environmental Concern : The Case of Axfood (Sweden)

The study is about the implementation of environmental conscious approach of corporatesocial responsibility in the Food wholesale and retail business. The environmental approach includes eco friendly packaging, organised logistics and practices of energy conservation. The case studied is Axfood through the investigation of their public reports, observation at stores and interview with the store managers and the Head of Corporate Social Responsibility. The methodology used in the research project is case study methodology during which data from various sources has been used and analysed for information richness and going deep down into the matter for investigation the patterns of environmental concern at Axfood. The empirical exposure gained through observations, repeated store investigation, interviews of customers and store managers and having five interview sessions with Asa Domeij (Head of the Environmental matters at Axfood) had formed the result in three learning points. One,the practice of having competition on cheap and quality products on the basis of re-injected revenue and expenses control through recycling and energy conservation is successful. Two, market pressure on companies to focus only on the products that pushes them to neglect the social audits followed by ambiguous reports is not a sustainable solution. Lastly, learning from competitors, attaining point of parity through having what others have with some uniqueness that others lack is in terms of superior environmental consciousness is the solution for future business (recent digital loyalty programme of Willys)