Samenvatting

The online grocery industry gained momentum during the worldwide pandemic and still is one of the fastest-growing e-commerce segments. Regarding sustainability, digital grocery services can perform better in comparison to traditional supermarkets; however, they can still negatively impact the environment if sustainable standards are not established within the organization. Thus, the research investigates how Flink, a well-established online grocery company, can improve its food system's sustainability.

The theoretical model of Szűcs & Dudás portrays an ideal, sustainable food system, which served as a building block for the field research. To find a theoretical model that fits the identified issue and helps to answer the central research question, desk research was conducted, which consists of academic journals, institutional sources, and professional websites. Furthermore, an operationalization table was created to formulate questions for the research interviews conducted with individuals involved in the industry.

The results of the field research implicate that even though Flink has progressed in some areas, its operations need to be altered while new measures need to be adopted to meet the principles of a sustainable food system that promotes healthy and affordable food without harming the environment. The outcomes also suggest multiple feasible practices that Flink could implement to enhance the transition; some of these models are also illustrated in the appendices. The most restorative practices were: increasing the number of locally sourced products, improving logistics processes to reduce CO2 emissions, switching from paper bags to alternative packaging, advancing technology to eliminate food waste, and educating partners and employees about the importance of these actions.

The analysis evaluated the reliability and the generalizability of the research opening the way for further research on the topic. The analysis showed that most results fit well with existing literature; however, there is some contradiction related to the feasibility of the proposed actions. A few recommendations for future research were: extending the methodological choices to increase the credibility of the data, reviewing the research once the EU poses mandatory requirements, and adding a sociocultural aspect to the research.