Importantly, it contributes to the theoretical framework by extending the understanding of sustainability in retailing, particularly in emerging economies, and emphasizes the practical implications for retailers and policymakers in promoting sustainable practices.
The study emphasizes, "The modernist ecological perspective holds that the environmental problems that exist in developed countries result from inefficient and wasteful production practices," underscoring the urgency of adopting sustainable practices.
The study's findings not only offer theoretical insights into sustainability in retailing but also provide actionable guidance for retailers and policymakers, highlighting the importance of active engagement in sustainable practices to meet consumer demands. Moreover, it sheds light on the significance of price perception in driving sustainable consumption, offering practical strategies for retailers to make eco-friendly products more accessible and affordable to consumers, thereby fostering a more sustainable market landscape.
"The study calls for societal relevance in contemporary research, which is expected to tackle the most urgent challenges of today's society", says Tomáš Kincl, one of study’s co-authors and the vice-dean for research at the Faculty of Management at Prague University of Economics and Business.
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