“The impact of retailers’ flexibility on consumer behaviour and sustainable consumption”, Nr. 09.3.3-LMT-K-712-23-0212

Project No. 09.3.3-LMT-K-712-23-0212
Project title: „ The impact of retailers’ flexibility on consumer behaviour and sustainable consumption”
Project duration:  2021-06-22 to 2023-06-21
Postdoctoral trainee – dr. Ugnė Dūdė
Postdoctoral supervisor– prof. dr. Rima Žitkienė

Summary: The pandemic that struck the world in early 2020 has had a drastic impact on public and private institutions and consumer behaviour. Digital technologies, the internet and the development of e-commerce have opened up more choice for consumers and faster access to goods, irrespective of the situation of the manufacturer or supplier in the domestic market. Retailers need to adapt to these changes and prepare for what lies ahead in the aftermath of the pandemic. Retailers will have to reconsider how to meet the newly emerging consumer needs and how not to deviate from the principles of sustainable consumption. It is therefore crucial to investigate and identify how consumer behaviour is changing and what factors determine retailers’ behaviour and their success. The research problem addressed by the project is: how does the flexibility of retailers influence consumer behaviour and sustainable consumption? The aim of the project is to analyse the theoretical approaches to retail flexibility and sustainable consumption and to develop a methodology for assessing the impact of retailers on consumer behaviour and sustainable consumption and to test it in the context of Lithuanian retailers. The objective is to develop a research methodology after the theoretical research and to conduct the research and evaluation of its results. Activity 1: Theoretical justification; Activity 2: Formulation of the methodology; Activity 3: Conducting the study and evaluating the results. The review and systematisation of the latest scientific literature and the formulation of a methodology for assessing the impact of retailers on consumer behaviour and sustainable consumption will enable a study to be carried out, the results of which will not only be unique, but will also be important for the development of management science, as it will expand the knowledge of the changes in consumer behaviour and the impact of retail on sustainable consumption.

Outcome: The project’s final report is a plafrom of the scientific outputs produced:

– Conference proceedings at international conferences – 2 items.

– 2 peer-reviewed articles – 2 items.

– Science popularisation article – 2 items.

The project is financed by the European Social Fund under the measure No 09.3.3.3-LMT-K-712 “Development of scientific competence of scientists, other researchers, students through practical scientific activities” activity “Promotion of post-doctoral internships”. Grant agreement with the Lithuanian Research Council (LMT).