Distribution of ecological products: the case of supermarkets and specialty retailers

Resumo

The aim of this work is to determine how the distribution of ecological products is developed in two types of retailers, big supermarkets and small specialty stores, which are located in Bilbao (Spain). With the collaboration of four stores, a multiple case study is developed in order to find similarities and differences in the ecological businesses of both types of distribution.

The results suggest that the gap between ecological production and consumption might be narrowed in a near future through a higher availability and accessibility of ecological products provided by both types of retailers. Both types of retailers are able to adapt their supply of ecological products to healthier and sustainable trends of current consumers, adopting different positioning strategies.