Shopping Sustainably at the Supermarket

Abstract

Sustainability is a critical societal issue as we all struggle to live within the earth’s limits using only what we need and conserving resources for future generations. The solution to the climate crisis is not solely in the hands of politicians or scientists, it also depends on everyday people acting in a more sustainable way every day. One of the most common daily activities with potential to make an everyday difference is shopping at the supermarket.

The much-studied consumer sustainability attitude behaviour gap, on the face of it seems to hold the answer, i.e. where if we educate more, consumers will become concerned and engaged to a level that they will act. Study one of this thesis, a Systematic Literature Review, revealed that while the majority of everyday household shoppers know the science, only a minority follow through by actively shopping sustainably. Even the most sustainably minded shopper, can’t fulfil their sustainable intent if the sustainable product they are looking for is not on shelf.

Based on these findings, a wider systems lens was adopted in study two. Following the Systematic Theory Mapping (STM) framework, using case study methodology to conduct face to face interviews with a panel of thirty-two grocery experts, a causal loop map for sustainable goods within the New Zealand grocery system was developed. The findings highlighted that consumer demand, while relevant, is not the primary determinant of what sustainable product is available on the supermarket shelf. Instead, supermarkets play a central role as gatekeepers, controlling that assortment, and although supermarkets often articulate sustainability ambitions, their decisions are primarily guided by cost efficiency and profit maximization objectives. Government policy also exerts influence, particularly through climate strategies and regulatory frameworks. However, the government’s capacity to provide consistent long term direction is limited by electoral cycles and the shifting priorities of the government of the day. The interplay of supermarket strategies and government action therefore exerts a stronger influence on sustainable product (non)availability, than consumer’s sustainable attitude alone. Get this combination right and the everyday shopper with or without sustainable intent will be able to shop sustainably at the supermarket.