Sustainability strategy implementation and employee adoption: Case study of a global home furnishing retail chain

Abstract

This thesis investigates the implementation and adoption of sustainability strategies within a global home furnishing retail chain in Finland, focusing particularly on the challenges and enablers. The theoretical background is rooted in corporate sustainability, emphasizing the urgent need for retail industries to address environmental, social, and economic challenges through effective sustainability strategy implementation. This study integrates concepts from change management and organizational behaviour, examining how these areas intersect to affect strategy implementation at the employee level.

Using a mixed-methods approach, this research combines quantitative data from an online survey with qualitative insights from semi-structured interviews to give a clear understanding of the internal factors impacting the adoption of sustainability initiatives. This combination offers a comprehensive understanding of the internal processes influencing the adoption of sustainability initiatives. The findings reveal significant barriers such as communication gaps, inadequate training, and low levels of employee engagement, all of which hinder the effective adoption of sustainability strategies. The results underscore the critical roles of tailored communication and strong transformational leadership in successfully embedding sustainability initiatives into daily operations and employee behaviours.

This study provides insight to the field of Corporate Environmental Management by mapping the intricate relationship between strategy implementation and employee adoption within the retail sector. It offers practical recommendations for improving communication strategies and training programs, which are essential to integrating sustainability deeply into business practices.