Abstract
Retailers have been identified as important actors in driving sustainable change, due to their vital role in connecting production and consumption. In this paper, we explore what retailers do to enable consumers to act more sustainable. Whereas there is ample research focusing either on sustainability on the production and sourcing side or on sustainable consumer behaviors, we bridge the two by focusing specifically on consumer-facing sustainability work in grocery retail organizations. Through workshops, interviews, and secondary data, we find a clear ambition among retailers to help consumers behave sustainably. However, our findings also point to several barriers to sustainability work within the organization. The paper concludes by outlining a model of different sustainability ambition-action gaps within retail organizations and possible solutions for closing them. ARTICLE HISTORY