SwitchFix paradigm: customers' lifestyle switch - pathway to environmental sustainability fix by leveraging sustainable personal care solutions
by Palak Sharma; Rajasshrie Pillai; Brijesh Sivathanu
International Journal of Business Innovation and Research (IJBIR), Vol. 30, No. 4, 2023

Abstract: This case study reviews the strategies adopted by SwitchFix for the promotion of sustainable personal care solutions and the challenges faced by the company in encouraging a switch to sustainable solutions among Indian customers. This is a qualitative study and provides insights through extant literature and in-depth interviews of the 58 customers. It vividly illustrates how ecological citizenship and sustainable consumption can act as change agents to trigger business innovation and market transformation. It highlights the strategies adopted by SwitchFix that encourage a marketing system in which sustainability is the key goal. The case offers a unique premise for analysing the strategies adopted by SwitchFix and its alignment to the United Nations sustainable development goals (SDGs). This case study discusses the strategies critical for the promotion of sustainable personal care products in the Indian market and also provides the customer perspective towards the products and advertising strategy of the company. This case study brings immense value to the practitioners, managers, marketers and entrepreneurs, attempting to bring sustainable products to new and developing markets.

Online publication date: Wed, 05-Apr-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com