Sustainable Marketing Strategy: Asian Grocery Store in Finland
Semu, Asma Akter (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026052014591
https://urn.fi/URN:NBN:fi:amk-2026052014591
Tiivistelmä
Sustainable marketing is essential for enduring business success, though there is limited research on the sustainable marketing of ethnic grocery stores in Finland. Therefore, this study examines how Asian grocery stores in Finland adopt sustainable marketing strategies. The research is grounded in interpretivist and constructivist philosophy and employs an inductive approach, a qualitative strategy, and open-ended questionnaires for data collection. Thematic analysis was used to analyze the gathered data.
The results indicate that Asian grocery stores implement sustainability practices, including eco-packaging, ethical sourcing, waste reduction, and energy-efficient products. The strategy aligns with consumer environmental expectations by increasing transparency, accountability, and consumer confidence. Moreover, it builds brand trust and customer loyalty, differentiates the brand, and enhances business performance. The study, in line with Porter's five forces, demonstrates that business sustainability acts as a barrier to competition, increases customers' buying power, improves supplier relations, reduces the threat of substitutes, and establishes entry barriers through reputation.
The study shows that Asian grocery stores should further improve the communication and transparency of their sustainability activities in Finland. Retailers should also build strong relationships with their suppliers and consumers by improving interaction through digital sustainability channels and promoting their environmental statements.
The results indicate that Asian grocery stores implement sustainability practices, including eco-packaging, ethical sourcing, waste reduction, and energy-efficient products. The strategy aligns with consumer environmental expectations by increasing transparency, accountability, and consumer confidence. Moreover, it builds brand trust and customer loyalty, differentiates the brand, and enhances business performance. The study, in line with Porter's five forces, demonstrates that business sustainability acts as a barrier to competition, increases customers' buying power, improves supplier relations, reduces the threat of substitutes, and establishes entry barriers through reputation.
The study shows that Asian grocery stores should further improve the communication and transparency of their sustainability activities in Finland. Retailers should also build strong relationships with their suppliers and consumers by improving interaction through digital sustainability channels and promoting their environmental statements.