Bridging the Intention-Behavior Gap in Adopting Zero-Waste Grocery Retail Store

Elizabeth Jacob, Department of Decision Science and Marketing, New Delhi Institute of Management, Delhi, IndiaFollow
Salil Sahadevan, Department of Design, Indian Institute of Technology, Hyderabad, IndiaFollow

ORCID

Elizabeth Jacob: https://orcid.org/0000-0001-5823-2734

Salil Sahadevan: https://orcid.org/0000-0003-1148-6838

Abstract

Growing interest in sustainability within marketing has renewed attention to zero-waste retail, yet it remains largely niche. This study investigates the challenges limiting zero-waste retail adoption and explores consumer expectations through key stakeholder interviews and a large-scale consumer survey in India. Building on earlier work that focused primarily on individual barriers, it incorporates structural factors and the interconnected nature of these obstacles. Adoption of zero-waste shopping practices is constrained by emotional labor, cognitive overload, and systemic friction. Cultural norms favoring convenience and hygiene reinforce disposability, and the lack of conventional packaging creates logistical hurdles. In this connection, the study identifies distinct consumer expectations before, during, and after the shopping experience with zero-waste retail. It proposes interventions such as Transition Spaces within mainstream retail, mobile micro-refill stations, and gamified platforms to reduce consumer effort. Scaling sustainable retail requires a shift from moral appeals to practical facilitation through low-friction, habit-compatible marketing innovations.

Recommended Citation

Jacob, Elizabeth and Sahadevan, Salil (2026) "Bridging the Intention-Behavior Gap in Adopting Zero-Waste Grocery Retail Store," Asia Marketing Journal: Vol. 28 : Iss. 3 , Article 5.
Available at: https://doi.org/10.53728/2765-6500.1689