Abstract
In this working paper we set out to investigate whether retailers can use targeted communication to encourage sustainable consumer behavior in online grocery retailing. More specifically, in two scenario-based experiments we explore if targeted communication can increase purchase intentions of sustainable food, if this effect can be explained by perceived relevance of the communication, as well as be moderated by customer sustainability knowledge and product category. The results from the two studies indicate that targeted communication might be more effective in encouraging sustainable purchase decisions for some product categories than others. However, the results from the two studies raise several questions. These can be seen as guidance for retailers and researchers interested in exploring targeted communication and its effects on sustainable consumer behavior further.