Eco-Warriors: Shifting Sustainable Retail Strategy via Authentic Retail Brand Image

Abstract

Sustainability in retail often looks at retail supply chains and the effects of retail outputs on people and the planet. Sustainable retail strategy then, in the main, retains this focus. Taking an interpretive approach, this study instead focuses on a successful sustainable retail brand to explore the characters that make up its image. The sustainable New Zealand store and product brand, the Ecostore, is seen by consumers as an Eco-warrior: A legitimate, trustworthy and authentically sustainable store and store brand. Its image is composed of Guardian, Catalyst and Paragon qualities that allow consumers to be healthy and protect themselves, their families, and friends, while also exhibiting and teaching sustainable values to them. Implications of this research for retailers regard not only their branding and positioning, but points to the importance of an authentically sustainable retail orientation – one that has sustainability at its core.