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dc.contributor.authorBashir, Hussnain
dc.contributor.authorJørgensen, Sveinung
dc.contributor.authorPedersen, Lars Jacob Tynes
dc.contributor.authorSkard, Siv E. Rosendahl
dc.date.accessioned2020-12-22T08:55:26Z
dc.date.available2020-12-22T08:55:26Z
dc.date.created2020-07-22T08:41:51Z
dc.date.issued2020
dc.identifier.citationJournal of Cleaner Production. 2020, 270 .en_US
dc.identifier.issn0959-6526
dc.identifier.urihttps://hdl.handle.net/11250/2720700
dc.description.abstractThe transition to more sustainable business requires comprehensive transformations of business models, and such innovation can benefit from business experimentation for sustainability (BES). In this paper, we investigate BES in fast-moving consumer goods (FMCG). The aim of our study is to investigate how a reiterative BES process can inform the design of more sustainable business models. Specifically, we experiment with greener value propositions, to reveal relevant barriers and strategic interventions to overcome them. In three interrelated studies conducted in collaboration with Norway’s largest FMCG company Orkla, we investigate a BES process on refill-based business models for cleaning products, which are aimed at plastic reduction. We investigate consumer acceptance of such sustainable solutions in a focus group (study 1), drivers and barriers associated with the adoption of these solutions in a large-scale survey (study 2), and interventions aimed at overcoming relevant barriers for adoption in an online survey experiment (study 3). Our findings shed light on how BES can reveal actionable insights for business model innovation, related to (1) systematic barriers that need to be overcome to stimulate the adoption of more sustainable solutions, and (2) to behavioural interventions that can facilitate green consumption. Our empirical investigation thus contributes to the understanding of how reiterative BES can drive the transition to more sustainable business models.en_US
dc.language.isoengen_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectbusiness modelsen_US
dc.subjectexperimentationen_US
dc.subjectinnovationen_US
dc.subjectsustainabilityen_US
dc.subjectconsumer behaviouren_US
dc.titleExperimenting with sustainable business models in fast moving consumer goodsen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.source.pagenumber0en_US
dc.source.volume270en_US
dc.source.journalJournal of Cleaner Productionen_US
dc.identifier.doi10.1016/j.jclepro.2020.122302
dc.identifier.cristin1820114
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode2


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