Above and beyond? How businesses can drive sustainable development by promoting lasting pro‐environmental behaviour change: An examination of the IKEA Live Lagom project
研究了宜家为期三年的Live Lagom项目，通过多层面行为干预帮助顾客养成可持续生活方式，发现干预有效改变了亲环境行为并改善了顾客与企业的关系。
Abstract Current global changes require new business approaches driving sustainable development on all fronts. To date, most business approaches have focused on sustainable marketing and corporate social responsibility initiatives. In this field study, we examine IKEA's Live Lagom project, a 3‐year behaviour change initiative that aimed to explore how to go above and beyond conventional approaches demonstrating how businesses could support sustainable development by supporting their customers' attempts to live more sustainable lifestyles. We examined the effectiveness of the project involving multifaceted behaviour change interventions, testing for behavioural changes both during and after the project period. In addition, we explored changes in participants' attitudes towards the company. Findings show that the extensive set of interventions led to changes in pro‐environmental behaviours across all three participant groups with potentially positive impacts on the customer–company relationship. The article thus provides a call for further businesses to engage in similar behaviour change projects that would allow citizens to engage in more sustainable lifestyles and behaviours across contexts.