What question did this study set out to answer?

The study aims to explore the sustainability practices of supermarkets in Tier-3 cities in India and the alignment with consumer expectations.

April 15, 2026

Exploring the Alignment Between Consumer Expectations and Retailer Strategies for Sustainable Practices in Indian Supermarkets

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This research investigates sustainability practices in Indian Tier-3 supermarkets, highlighting consumer perceptions and managerial strategies.

The study aims to explore the sustainability practices of supermarkets in Tier-3 cities in India and the alignment with consumer expectations.
Survey conducted among 270 customers and 112 supermarket managers
Data collection using a structured questionnaire
Analysis included inferential statistics and chi-square tests
Consumers have a positive perception of ethical product availability and pricing fairness
Moderate eco-initiatives were reported by consumers
Plastic reduction policies and eco-friendly packaging are common among retailers
Limited adoption of renewable energy and local sourcing practices was observed
No significant relationship found between reusable bag motivations and actual usage frequency

Ganjikunta et al. (2026) studied this question.

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This research investigates sustainability practices in Indian Tier-3 supermarkets, highlighting consumer perceptions and managerial strategies.