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Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project

Patrick Elf Orcid Logo, Amy Isham Orcid Logo, Birgitta Gatersleben

Business Strategy and the Environment, Volume: 30, Issue: 2, Pages: 1037 - 1050

Swansea University Author: Amy Isham Orcid Logo

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DOI (Published version): 10.1002/bse.2668

Abstract

Current global changes require new business approaches driving sustainable development on all fronts. To date, most business approaches have focused on sustainable marketing and corporate social responsibility initiatives. In this field study, we examine IKEA's Live Lagom project, a 3-year beha...

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Published in: Business Strategy and the Environment
ISSN: 0964-4733 1099-0836
Published: Wiley 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa61460
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Abstract: Current global changes require new business approaches driving sustainable development on all fronts. To date, most business approaches have focused on sustainable marketing and corporate social responsibility initiatives. In this field study, we examine IKEA's Live Lagom project, a 3-year behaviour change initiative that aimed to explore how to go above and beyond conventional approaches demonstrating how businesses could support sustainable development by supporting their customers' attempts to live more sustainable lifestyles. We examined the effectiveness of the project involving multifaceted behaviour change interventions, testing for behavioural changes both during and after the project period. In addition, we explored changes in participants' attitudes towards the company. Findings show that the extensive set of interventions led to changes in pro-environmental behaviours across all three participant groups with potentially positive impacts on the customer–company relationship. The article thus provides a call for further businesses to engage in similar behaviour change projects that would allow citizens to engage in more sustainable lifestyles and behaviours across contexts.
Keywords: behaviour change, IKEA, intervention, pro-environmental behaviour, responsible business,retailer, sustainable lifestyles
College: College of Human and Health Sciences
Issue: 2
Start Page: 1037
End Page: 1050