Who are the Drivers of Change? On the Growing Role of Retailers in Ongoing Attempts to Reorient Markets for Animal Welfare

Lars Esbjerg*, Klaus Brønd Laursen, Maureen Schulze

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Through their assortment and merchandising decision-making retailers influence consumers choice by adjusting the choices available to them. Anchored in a market practice view, this article studies the role retailers play in shaping markets through their assortment building efforts. It demonstrates that retailers are not just reacting to changes in consumer demand but are becoming more proactive and actively try to change consumer demand in certain ways as retailers strive to be good corporate citizens. We show that trying to change how markets function is fraught with difficulties, as actors in the value chain must coordinate their expectations about what the market will look like in future.

Original languageEnglish
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number4
Pages (from-to)468-487
Number of pages20
Publication statusPublished - Sept 2022

Bibliographical note

Published online: 19 June 2022.


  • Retailer assortment building
  • Market practices
  • Animal welfare

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