ABSTRACT
This study takes the buyers of road transport services as its point of entry. While the literature on sustainability has grown, the situation is different regarding literature that discusses sustainability in the context of buyers of road transport services. This study contributes to the field by discussing how buyers of road transport services can contribute to sustainability and safety in the chain of transport and to the Vision-Zero Ideology.
Thus, the research question is: How can buyers of road transport services contribute to sustainability and safety in the chain of transport and to the "Vision Zero" - ideology? A qualitative approach was selected for this study. The study sought to get in-depth knowledge about how buyers of road transport services could contribute to sustainability and safety in the chain of transport. Data collection was therefore conducted through 16 semistructured interviews. Thematic analysis was used. Findings indicate that buyers of road transport services have impact on both sustainability and safety in the chain of road transport by influencing through pricing and delivery demands.
Keywords: Sustainability, Safety, Road transport, Heavy-duty vehicles, Vision zero ideology.