Title: SwitchFix paradigm: customers' lifestyle switch - pathway to environmental sustainability fix by leveraging sustainable personal care solutions

Authors: Palak Sharma; Rajasshrie Pillai; Brijesh Sivathanu

Addresses: Pune Institute of Business Management, Pune-412115, India ' Pune Institute of Business Management, Pune-412115, India ' Department of Management, Sri Balaji University, Pune-411033, India

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.

Keywords: strategy; sustainability; sustainable consumption; personal care; Instagram ecological citizenship; UN-SDGs.

DOI: 10.1504/IJBIR.2023.130074

International Journal of Business Innovation and Research, 2023 Vol.30 No.4, pp.435 - 452

Received: 16 Jul 2020
Accepted: 03 Feb 2021
Published online: 05 Apr 2023 *

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