The Fear of the Known and Unknown in Being the Sustainable Business: Environmental Concern Reflected by Axfood (Sweden)

This research aims to examine the feasibility of adopting a corporate social responsibility strategy that prioritises environmental protection within the food distribution and retail sectors. The environmental strategy involves ecofriendly packaging, streamlined logistics, and conservative energy use. The company Axfood serves as a case study. The study involved public records observation, store visits, and discussions with the managers and head of CSR. The study employed a case study approach, utilising data collected from various sources and analysing it for depth and breadth of understanding to uncover systemic causes of environmental concern at Axfood. Three outcomes were derived from the practical experience gathered from observation, repeated store inspection, interviewing customers and store managers, and five conversations with top management. Recycling and cutting costs through energy efficiency allow businesses to compete based on low prices and high-quality products. It is not a long-term fix to have the market pressure businesses to prioritise products above social audits and unclear reports. Finally, the answer for future business is to learn from competitors and reach parity by having what others have while being distinctive in some respects, such as having a superior environmental conscience.