How can Swedish food retailers create incentives for sustainable consumption?

Sustainable consumption is becoming more and more important when aiming to achieve a sustainable food industry in the future. A sustainable movement requires actions from diverse actors on the market such as politicians, organizations, retailers, consumers etc. This research focuses mainly on retailers and partly consumers. Past research examines consumer behaviour when it comes to sustainable consumption and companies’ incorporation of Corporate Sustainability. This research seeks to complement prior research by investigating two major retailers in the Swedish food industry, Axfood and ICA. Through semi-structured interviews, with Sustainability Managers working at these companies, the research collects qualitative data that contributes to a better understanding of the Swedish food retailing industry and how they address sustainability issues. The research highlight current trends on today’s market and identify crucial focus areas for the future