Sustainability reporting and communication using the example of the local food retailer "Winkler Markt"

The aim of the research project is a stakeholder analysis in order to get to know the consumer behavior of the local food retailer Winkler Markt with regard to sustainability and to take initial steps for the preparation of a sustainability report. For this purpose, empirical primary data are collected by interviewing different stakeholder groups and evaluating secondary data. The personal customer survey by means of a questionnaire includes the analysis of the status quo of customer satisfaction as well as the perception of Winkler market, in particular concerning its ecological and social commitment. In addition, personal, guided interviews of employees and the management of Winkler Markt as well as a telephone survey of the most important suppliers are conducted, in order to also query the satisfaction and perception of the Winkler market. This information is used for the preparation of a materiality analysis in the context of sustainability reporting. In a third step, data for the calculation of indicators according to GRI G4 are collected and analyzed in order to support the development of a potential sustainability report. On the basis of this information, appropriate options for action are formulated, which can positively contribute to revenue generation, potential exploitation, competitive differentiation and customer communication.