Perceptions and engagement in circular and closed-loop models

Abstract

In this thesis we have examined consumer perceptions and engagement with sustainability initiatives in the Norwegian grocery sector. We have focused on the 3Rs - Reduce, Reuse, and Recycle, and the role of mobile marketing in enhancing these practices. Building on theories of circular and closed-loop supply chains, the research bridges academic literature, market trends, and respondent insights to address the challenges and opportunities in facilitating sustainable engagement. Through a qualitative methodology, the research highlights significant gaps between our theoretical frameworks and practical realities in relation to circular and closed-loop models. While consumers demonstrate varied perception of certain sustainability measures, challenges like unclear communication, limited available/visible initiatives, and financial barriers restrict broader engagement. Consequently, the findings reveal that clear communication, increased availability/visibility, and financial incentives are critical for driving participation in sustainable practices. Mobile marketing emerges as a key platform, offering opportunities to provide reminders, personalized content, and in-app incentives that can influence consumer perceptions and engagement, therefore integrating sustainability into shopping behavior. The thesis concludes with actionable recommendations for grocery stores to enhance the adoption of circular and closed-loop models. These include leveraging mobile platforms to communicate sustainability initiatives, expanding the availability and visibility of sustainable options, and implementing financial incentives. By addressing these areas, the Norwegian grocery industry can align consumer perceptions with sustainable engagement.

In this thesis we have examined consumer perceptions and engagement with sustainability initiatives in the Norwegian grocery sector. We have focused on the 3Rs - Reduce, Reuse, and Recycle, and the role of mobile marketing in enhancing these practices. Building on theories of circular and closed-loop supply chains, the research bridges academic literature, market trends, and respondent insights to address the challenges and opportunities in facilitating sustainable engagement. Through a qualitative methodology, the research highlights significant gaps between our theoretical frameworks and practical realities in relation to circular and closed-loop models. While consumers demonstrate varied perception of certain sustainability measures, challenges like unclear communication, limited available/visible initiatives, and financial barriers restrict broader engagement. Consequently, the findings reveal that clear communication, increased availability/visibility, and financial incentives are critical for driving participation in sustainable practices. Mobile marketing emerges as a key platform, offering opportunities to provide reminders, personalized content, and in-app incentives that can influence consumer perceptions and engagement, therefore integrating sustainability into shopping behavior. The thesis concludes with actionable recommendations for grocery stores to enhance the adoption of circular and closed-loop models. These include leveraging mobile platforms to communicate sustainability initiatives, expanding the availability and visibility of sustainable options, and implementing financial incentives. By addressing these areas, the Norwegian grocery industry can align consumer perceptions with sustainable engagement.