Treść głównego artykułu


As consumer awareness surrounding impacts of the climate crisis continues to be a notable threat, businesses are searching for new models to make their sustainability profile even better. As a result, the implementation of a company’s sustainability vision following the SDGs has to be linked closely to the integration of customers into strategic action. One success factor is the management of customers over their entire life cycle. The Customer Journey serves as a model to systematise this approach, by designing touchpoints throughout the purchasing process in order to motivate consumers to act sustainably. Based on behaviour models, the authors develop recommendations for the food industry to design a sustainable Customer Journey that helps to reduce the percentage of consumers reporting positive attitudes to sustainable products while not exhibiting corresponding behaviour.

Szczegóły artykułu

Jak cytować
Steinbiß, K., Fröhlich, E., & Sander, J. (2022). Managing Sustainable Consumption: Shaping the Customer Journey with Focus on Sustainability in the Food Industry. Edukacja Ekonomistów I Menedżerów, 62(4).


  1. Abrahamse, W., & Steg, L. (2013). Social influence approaches to encourage resource conservation: A meta-analysis. Global Environmental Change, 23 (6), 1773–1785. j.gloenvcha.2013.07.029
  2. Allison, M., & Jones, H. (2021). The Winning Formula: How to build lasting and valuable customer relationships via a paid, owned and earned strategy. Journal of brand strategy, 10, 273–282
  3. Amjad, F., Abbas, W., Zia-UR-Rehman, M., Baig, S. A., Hashim, M., Khan, A., & Rehman, H. (2021). Effect of green human resource management practices on organizational sustainability: the mediating role of environmental and employee performance. Environmental Science and Pollution Research, 28, 28191–28206. s11356-020-11307–9
  4. Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The Impact of Different Touchpoints on Brand Consideration. Journal of Retailing, 91 (2), 235–253.
  5. Balderjahn, I. (2021). Nachhaltiges Management und Konsumentenverhalten, 2. Aufl. München: Utb.
  6. Bjornen, K. (2021). Using Customer Journey Mapping and Design Thinking to Understand the Library’s Role in Supporting the Research Data. Journal of eScience Librarianship, 10 (4). https.//
  7. Casais, B., & Faria, J. (2022). The Intention-Behavior gap in Ethical Consumption: Mediators, Moderators and Consumer Profiles Based on Ethical Priorities. Journal of Macromarketing, 42 (1), 100–113.
  8. Costa, J. P. D. (2020). The environmental impacts of plastics and micro-plastics use, waste and pollution: EU and national measures. European Parliament, 1–76.
  9. Dey, B. (2019). Understanding Customer Journey Mapping in the Context of Travel and Tourism. Jaipuria International Journal of Management Research, 5 (1), 85–90.
  10. Dowd, K., & Burke, K. J. (2013). The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods. Appetite, 69 (1), 137–144.
  11. Ebner, D., & Baumgartner, R. J. (2008). The relationship between Sustainable Development and Corporate Social Responsibility. Conference Proceedings Corporate Responsibility Research Conference. Dublin, 1–17.
  12. Elle Republic (2015). 7 Gründe regionale und saisonale Produkte zu kaufen. Retrieved from:
  13. (accessed: September 21, 2021).
  14. Engel, D., & Spiegel, U. (2015). Marketing als ein guter Reisebegleiter. Warum qualitative Methoden zum Verständnis der Customer Journey entscheidend sind. In: A. Baetzgen (Ed.), Brand Experience. An jedem Touchpoint auf den Punkt begeistern (pp. 19–39). Stuttgart: Schäffer-Poeschel.
  15. Esch, F.-R., & Knörle, C. (2016). Omni-Channel-Strategien durch Customer-Touchpoint Management erfolgreich realisieren. In: L. Binckebanck, R. Elste (Eds.), Digitalisierung im Vertrieb (pp. 123–137). Wiesbaden: Springer Gabler.
  16. Ernstoff, A., Tu, Q., Faist, M., Del Duce, A., Mandlebaum, S., & Dettling, J. (2019). Comparing the Environmental Impacts of Meatless and Meat-Containing Meals in the United States. Sustainability, 11 (22), 6235.
  17. Exner, A., & Strüver, A. (2020). Addressing the Sustainability Paradox: The Analysis of “Good Food” in Everyday Life. Sustainability, 12 (19), 8196.
  18. Gavigan, J., Kefela, T., Macadam-Somer, I., Suh, S., & Geyer, R. (2020). Synthetic microfiber emissions to land rival those to waterbodies and are growing. PLOS ONE, 15 (9), e0237839.
  19. Geyer, R., Jambeck, J. R., & Law, K. L. (2017). Production, use, and fate of all plastics ever made. Science Advances, 3 (7), e1700782.
  20. Grand View Research (2020). Food & Grocery Retail Market Analysis, 2016–2027: Opportunities Beyond COVID-19 Crisis. Retrieved from: industry-analysis/food-grocery-retail-market (accessed: August 26, 2021).
  21. Grochla, E. (1978). Einführung in die Organisationstheorie. Stuttgart: Schäffer-Poeschel.
  22. Grunert, G. (2019). Methodisches Content Marketing. Erfolgreich durch systematisches Vorgehen, integriertes Arbeiten und klare ROI-Orientierung. Wiesbaden: Springer Gabler. (accessed: August 30, 2021). (accessed: August 30, 2021).
  23. (accessed: September 02, 2021). (accessed: September 20, 2021).
  24. Keller, B. (2017). Die Reise (n) durchs Touchpoint Management. Bestandteile und FortSchritte. In: B. Keller, C. S. Ott (Eds.), Touchpoint Management. Entlang der Customer Journey erfolgreich agieren (pp. 29–63). Freiburg: Haufe.
  25. Kurz, T., Gardner, B., Verplanken, B., & Abraham, C. (2015). Habitual behaviors or patterns of practice? Explaining and changing repetitive climate-relevant actions: Habitual behaviors or patterns of practice? Wiley Interdisciplinary Reviews: Climate Change, 6 (1), 113–128. 10.1002/wcc.327
  26. Lemon, K., & Verhoef, P. (2016). Understanding Customer Experience Throughout the
  27. Customer Journey. Journal of Marketing, AMA/MSI Special Issue, 80, 69–96.
  28. Life Verde (2021). Naschen ohne schlechtes Gewissen – mit gesunden Snacks von HEJ Natural, Interview Johannes Zerger. Retrieved from: nachhaltigkeitsmagazin/gruene-wirtschaft/naschen-ohne-schlechtes-gewissenmit-gesunden-snacks-von-hej-natural (accessed: September 26, 2021).
  29. Morren, M., Mol, J. M., Blasch, J., & Malek, Z. (2020). Changing Diets – Testing the Impact of Knowledge and Information Nudges on Sustainable Dietary Choices. Journal of Environmental Psychology, 75, 101610.
  30. Notarnicola, B., Tassielli, G., Renzulli, P. A., Castellani, V., &Sala, S. (2017). Environmental impacts of food consumption in Europe. Journal of Cleaner Production, 140, 753–
  32. Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10 (4), 187–199.
  33. Schwartz, S. H. (1977). Normative influence on altruismus. In: L. Berkowitz (Ed.), Advances in experimental social psychology, 10 (pp. 221–279). New York: Academic Press.
  34. Seht, H., & Ott, H. (2000). EU Environmental Principles: Implementation in Germany. Environment and Energy, 1–35.
  35. Shiv, B., & Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26 (3), 278–292.
  36. Stern, P. C. (2000). Toward a coherent theory of environmentally significant behaviour. Journal of Social Issues, 56 (3), 407–424.
  37. Stöckle, F. (2015). Connecting the Dots. Die komplexen Beziehungen zwischen Customer Journeys, Touchpoints und Business Ecosystem verstehen. In: A. Baetzgen (Ed.). Brand Experience. An jedem Touchpoint auf den Punkt begeistern (pp. 159–173). Stuttgart: Schäffer-Poeschel.
  38. Sünkel, B., & Weber, W. (2017). Von der Innensicht zur Außensicht: Customer Journey Mapping. In: B. Keller, C. S. Ott (Eds.), Touchpoint Management. Entlang der Customer Journey erfolgreich agieren (pp. 136–143). Freiburg: Haufe.
  39. Tennert, F. (2019). Persönlichkeit und nachhaltiges Konsumentenverhalten. In: SRH Fernhochschule (Ed.), Nachhaltigkeit im interdisziplinären Kontext (pp. 159–177). Wiesbaden: Springer Verlag.
  40. Thøgersen, J. (2014). Unsustainable consumption. European Psychologist, 19 (2), 84–96.
  41. UNEP (2010). UNEP Contribution to Framework on Promoting Sustainable Consumption and Production Patterns. Draft working paper. Paris: United Nations Environment Program, Division for Technology, Industry and Economics.
  42. United Nations (2018). Issue Brief SDG 12: Ensuring Sustainable Consumption and Production Patterns. United Nations Environment Programme. Retrieved from: pdf?sequence=1&isAllowed=y (accessed: March 29, 2021).
  43. United Nations (2020). Sustainable Development Goals. Retrieved from: https:// =1300 (accessed: August 13, 2021).
  44. Weber, E. U. (2010). What shapes perceptions of climate change? What shapes perceptions of climate change? Wiley Interdisciplinary Reviews: Climate Change, 1 (3), 332–342.
  46. White, K., Hardisty, D. J., & Habib, R. (2019a, July-August). The Elusive Green Consumer. Harvard Business Review, 125–133.
  47. White, K., Hardisty, D. J., & Habib, R. (2019b). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of Marketing, 83 (3), 22–49.
  48. World Economic Forum. (2016). More Plastic than Fish in the Ocean by 2050: Report Offers Blueprint for Change. World Economic Forum. Retrieved from: https://www. (accessed: May 19, 2021).
  49. YouGov (2021). Trendreport Nachhaltigkeit im Bereich Food. Retrieved from: https:// Food_Whitepaper (accessed: August 17, 2021).
  50. Zhao, Y., Feng, T., & Shi, H. (2018). External involvement and green product innovation: The moderating role of environmental uncertainty. Business Strategy and the Environment, 27 (8), 1167–1180.