The Green Transition: A Qualitative Study of Drivers and Barriers to Green Innovation in Norwegian Food and Beverage Firms
Abstract
The Norwegian food and beverage industry is transitioning towards more sustainable production and distribution. However, this transition is not a process without challenges. This master's thesis examines the drivers and barriers experienced by Norwegian food and beverage firms. The guiding research question is: “What green innovations are being integrated within the Norwegian food and beverage industry today, and what are the key drivers and barriers influencing this integration in food and beverage firms?”. The thesis investigates what the firms experience as drivers and barriers based on the TOE framework, representing technological, organizational, and environmental factors. The study is conducted through qualitative case studies, interviewing 7 firms from the food and beverage sectors using semi-structured interviews.
According to the research findings, Norwegian food and beverage firms have taken steps towards sustainability by implementing a range of innovative, eco-friendly practices. The primary focus has been on reducing energy consumption during production. The master’s thesis highlights that the key drivers for these green initiatives are technology compatibility, top-level management, organizational culture, and stakeholder pressure. At the same time, the main obstacles are limited financial resources, government regulations, and research and development. Interestingly, the study also suggests that although consumers express interest in sustainable products, they remain price sensitive, indicating a disconnection between their attitudes and actions
Description
Master of Science in Business: Marketing and Innovation HVL Business School