The purpose of this study is to examine the impacts that green strategies have on a discount
retailer; how green strategies can be marketed correctly to consumers and do green strategies
have an effect on consumer behaviour.
The practice of green retailing reduces the carbon footprint of brick-and-mortar or Internet
stores, through the use of sustainable buildings and design, eco-friendly practices, efficient
supply chains, and the marketing of information to consumers regarding the transportation
and manufacture of products (Gale Emerging Industry, 2011).
The methodology examines primary research collected through means of qualitative methods.
In-depth interviews and ethnographies were conducted with departmental leaders from Lidl
Ireland using non-probability method. These were conducted in order to gain a deeper
understanding of discount retailer‟s stance on green initiatives.
One major finding of this study highlights that discounters are invested in various green
initiatives that benefit companies through cost savings. Even though the discounters have a
multitude of small initiatives, they don‟t currently see a benefit from marketing these to the
The conclusion of this research is that green buying behaviour is an emerging trend in the
Irish market. Discounters should, in turn, foster stronger green strategies and implement them
with a strong marketing campaign in order to communicate the initiative to the consumers.
This will lead to creating positive consumer behaviours and an improved perception of the
organisation. Author keywords: Green discounters, green marketing, green retailing