A Brand Research in The Framework of Sustainable Production and Consumption in The Retail Industry

Abstract

The change in consumption behaviors over time has led to excessive consumption, increased resource consumption and waste. Since this situation threatens the ecological system, nature and living things, Environmental protection organizations and non-governmental organizations also raise awareness about ecological hazards and encourage businesses/brands and consumers to adopt a sustainable lifestyle. Brands that adopt sustainable production and consumption operate by protecting the ecological system and aim to gain trust by inviting their consumers to sustainability with various marketing strategies. In this context, the aim of this research is to examine the IKEA brand operating in the retail sector, within the framework of nine elements of sustainable production and consumption as a case study. Therefore, the dataset of the research is the activities and practices of the IKEA brand, including its mission, vision, values, business management, production process and principles, marketing strategies. In the research, document analysis, one of the qualitative data collection methods, was used to obtain data, and content analysis, one of the qualitative analysis methods, was used to analyze the obtained data. As a result of the research, it has been concluded that the IKEA brand sets an example for sustainable production and consumption with its principles and activities.

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