Axel Welinder

Axel Welinder

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My research is mainly about how business organizations communicate sustainability, and how such communication contributes to shaping the meanings we attach to the concept. Being affiliated with the Centre for Retail Research at Lund University, I am primarily interested in how the transition towards sustainable development is unfolding over time in a retail environment (and not), as seen from a communication perspective. 

All talk about sustainability (and there is a lot of talk about it!) will contribute to shaping the meanings we attach to the concept, and in extension shape how we understand and “do” sustainability. Understanding how sustainability talk is constructed and legitimized in various social contexts can therefore help us map and guide the ongoing transition towards more sustainable development. 

That is why I in my PhD-project have set out to explore how sustainability discourse becomes a legitimate and integrated aspect of retailing among employees of a retail firm, what it is that might drive and hinder such endeavors, and what this might imply for the meaning and management of both retailing and sustainability. In short, how retail employees are socialized into caring about some versions of what sustainability might mean.   

UKÄ subject classification

  • Business Administration


  • Sustainability
  • CSR
  • Communication
  • Marketing
  • Retail
  • Brand Management
  • Legitimacy


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