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

Elf, Patrick ORCID: https://orcid.org/0000-0001-7420-4434, Isham, Amy and Gatersleben, Birgitta (2021) Above and beyond? How businesses can drive sustainable development by promoting lasting pro-environmental behaviour change: an examination of the IKEA Live Lagom project. Business Strategy and the Environment, 30 (2) . pp. 1037-1050. ISSN 0964-4733 [Article] (doi:10.1002/bse.2668)

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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 three 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 multi-faceted 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.

Item Type: Article
Research Areas: A. > Business School > Centre for Enterprise and Economic Development Research (CEEDR)
Item ID: 31138
Notes on copyright: © 2020 The Authors. Business Strategy and The Environment published by ERP Environment and John Wiley & Sons Ltd.
This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
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Depositing User: Patrick Elf
Date Deposited: 08 Oct 2020 11:43
Last Modified: 15 Apr 2021 14:32
URI: https://eprints.mdx.ac.uk/id/eprint/31138

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