Walk the Talk - Konsten att bli en hållbarhetsstjärna inom detaljhandeln

Sammanfattning: Sustainability is one of the major megatrends in modern retail industry. So far, research efforts have focused on perceived sustainability of brands, rather than actual sustainability. However, sustainability must be treated as a two-dimensional phenomena, that takes both perception and reality into account. This thesis conducts a two-dimensional evaluation of the success factors behind brands, that consumer perceive as highly sustainable. In what ways can these companies be guiding stars for others to follow? Which factors shall be taken into account in order to become a sustainability star in the retail industry? A mainly qualitative study based on semi-structured interviews was carried out with some of the most influential sustainability leaders within the Swedish retail industry, discussing e.g. sustainability activities and communication thereof. The study concludes that brands must "Walk the Talk", by both doing well and communicating well in terms of sustainability. The success factors behind highly perceived sustainability are contemplated in a new sustainable marketing model, named Walk the Talk - The Sustainability Star.