Chapter 14: ESG in Retail Industry: The Perception of Young Consumers on the Impact of Retailers in Croatia and Poland

Purpose: This chapter elaborates application of ESG principles in retail aimed to increase consumers’ knowledge of sustainability and to promote conscious actions when choosing products and services. As conscious consumer decision-making may have a detrimental impact on retail revenues, this concept is not sufficiently addressed in retail marketing literature.

Methodology: Firstly, we address the ESG concept application in the retail industry in general by analysing contemporary literature in the field and by analysing available secondary statistical data and retailers’ reports on a given topic in Croatia and Poland. Secondly, we elaborate perception of young consumers on retailers’ actions in promoting sustainable behaviour. Data is collected by survey in Croatia and Poland during 2023. The sample includes more than 550 respondents who evaluated the role of retailers in promoting healthy lifestyles, increasing social benefits in local communities, fostering social security of employees, sponsoring, and promoting educational activities, etc. Descriptive and inferential statistical analyses will be applied to test and describe differences in perception of retailers’ impact among countries.

Findings and implications: Findings fill in the gap on sustainability and its perception in the retail industry from the standpoint of consumers which enriches literature in the field of retail marketing and management. Primary results will contribute to a better understanding of consumers’ perceptions of implemented ESG principles, and managers in the retail industry may use results to fit communication and implementation of ESG to a particular sub-segment of consumers regarding origin.