Integration of energy efficient technologies in UK supermarkets

The purpose of this paper is twofold: to determine if the integration of energy efficient technologies in UK supermarkets can determine consumer behaviour, and to establish if such activities can help satisfying the environmental elements of the clients corporate social responsibilities (CSR) in an attempt to create a competitive advantage. A literature review of existing material considered the history and drivers of sustainability, the types of energy efficient technologies and factors concerning CSR and consumer behaviour in relation to the supermarket industry. Interviews with 15 senior store managers were recorded and transcribed. The opinions of the senior store managers were then sought and analysed using qualitative research software NVivo software. Validity of the data was achieved at a later stage through workshops. The results of this paper suggested that there is a definite lack of awareness and knowledge amongst customers regarding energy efficient technologies. From the findings, it was further established that the key driver for retailers who integrate energy efficient technologies is fiscal incentives, although it was suggested some retailers use CSR strategies to report there are environmental achievements it was ultimately found that cost savings were the primary driver. - Highlights: • The effect of sustainability towards consumer behaviour was explored. • Majority of consumers are unaware of energy efficient technologies. • Energy efficient technologies do not determine or create shifts in paradigm in consumer actions. • Stores are driven to integrate energy efficient technologies more by government legislation. • Participants were clear in making the point that their image and reputation was based on trust