Choosing sustainably in local supermarkets : A focus on manager and customer perceptions

Abstract

Not much is known about sustainability initiatives in local supermarkets. The aim of this study was to identify how stakeholders (customers and store managers) perceive sustainable choices in a supermarket and to determine current sustainable initiatives implemented by local supermarkets. This study used a mixed methods approach, utilising both quantitative (questionnaires) and qualitative (interview) tools. Interviews were conducted with 9 supermarket managers and 240 surveys were distributed to customers in 6 different supermarkets, through convenience sampling. Supermarkets were selected from across three classes of supermarkets (ranging from small to large) and were all located in the Northern and Southern harbour regions. Quantitative data was analysed through SPSS while qualitative data was analysed through thematic analysis and NVivo. The main results indicate that very few managers and customers were able to articulate what sustainability and sustainable practices implied. The most common sustainable initiative identified by both groups of stakeholders was providing and reusing shopping bags. Customer familiarity with sustainability labels appeared to be significantly affected by their age and education level. Similarly, customers with a higher level of education (tertiary and up) were more familiar with product labels than those customers with a primary or secondary education level. Additionally, customers shopping in larger supermarkets (level 3 supermarkets) were significantly more familiar with certain labels than customers shopping in smaller supermarkets (level 1 supermarkets). The study also showed that customers value ‘price’ more when purchasing products whereas store managers value ‘profit margins’ and ‘customer demands’ when choosing which products to stock. From the research findings a visual two way relationship between customers and managers was constructed. A number of recommendations arising from the research findings are presented.