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ree-pillar paradigm of sustainability and its communication in the wood
industry: IKEA Group case study
Lea Primožič 1, Andreja Kutnar 1,2
1. InnoRenew CoE, Livade 6, 6310 Izola, Slovenia, coe@innorenew.eu
2. University of Primorska, Titov trg 4, 6000 Koper, info@upr.si
Sustainable development promotes economic and social developments by understanding and protecting
the environment. Therefore, we need to understand the concept of sustainability as the three-pillar
paradigm – economic, environmental, and social. To reach a sustainable oriented society, we need to
think about our planet’s limitations in all our current actions, and we need to be aware that the resources
we are using today are not permanent. An important shift in people’s perceptions is needed; hence,
we need to invest in creating more awareness about the importance of sustainability with different
stakeholders. Appropriate marketing and communication strategies can make a great difference. One
solution towards a sustainable society is by using renewable materials. Wood as such has many positive
environmental impacts, and thus, organizations dealing with it have a lot of potential to improve their
communication about its sustainability to promote sustainability practices in the wider area. We believe
it is important to understand how the wood industry is integrating the sustainability principles and how
they are communicating them on their online channels (website). In this study, the online sustainability
communication of the wood industry will be explored with qualitative content analyses. Further, we will
learn which of the three pillars of the sustainability paradigm is communicated the most. The study will
be based on the case study of the IKEA Group.
The topics of interest will be defined to be covering all three concepts of sustainability, and for each
topic, codes were previously defined. The results demonstrated the differences between the online
communication of the three concepts of sustainability and delivered the basis for further research and
development of better communication of overall sustainability in the wood industry.
Keywords: sustainability, communication, wood sector, online communication
Acknowledgement
Authors gratefully acknowledge the European Commission for funding the InnoRenew project (grant
agreement #739574) under the Horizon2020 Widespread-2-Teaming program and the Republic of
Slovenia (investment funding from the Republic of Slovenia and the European Regional Development
Fund).
HEALTHY AND SUSTAINABLE RENOVATION WITH RENEWABLE MATERIALS
29
industry: IKEA Group case study
Lea Primožič 1, Andreja Kutnar 1,2
1. InnoRenew CoE, Livade 6, 6310 Izola, Slovenia, coe@innorenew.eu
2. University of Primorska, Titov trg 4, 6000 Koper, info@upr.si
Sustainable development promotes economic and social developments by understanding and protecting
the environment. Therefore, we need to understand the concept of sustainability as the three-pillar
paradigm – economic, environmental, and social. To reach a sustainable oriented society, we need to
think about our planet’s limitations in all our current actions, and we need to be aware that the resources
we are using today are not permanent. An important shift in people’s perceptions is needed; hence,
we need to invest in creating more awareness about the importance of sustainability with different
stakeholders. Appropriate marketing and communication strategies can make a great difference. One
solution towards a sustainable society is by using renewable materials. Wood as such has many positive
environmental impacts, and thus, organizations dealing with it have a lot of potential to improve their
communication about its sustainability to promote sustainability practices in the wider area. We believe
it is important to understand how the wood industry is integrating the sustainability principles and how
they are communicating them on their online channels (website). In this study, the online sustainability
communication of the wood industry will be explored with qualitative content analyses. Further, we will
learn which of the three pillars of the sustainability paradigm is communicated the most. The study will
be based on the case study of the IKEA Group.
The topics of interest will be defined to be covering all three concepts of sustainability, and for each
topic, codes were previously defined. The results demonstrated the differences between the online
communication of the three concepts of sustainability and delivered the basis for further research and
development of better communication of overall sustainability in the wood industry.
Keywords: sustainability, communication, wood sector, online communication
Acknowledgement
Authors gratefully acknowledge the European Commission for funding the InnoRenew project (grant
agreement #739574) under the Horizon2020 Widespread-2-Teaming program and the Republic of
Slovenia (investment funding from the Republic of Slovenia and the European Regional Development
Fund).
HEALTHY AND SUSTAINABLE RENOVATION WITH RENEWABLE MATERIALS
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