The project will explore how responsible collaborations between competitors can best be communicated. This is an important issue as very little research exists on how customers perceive competitors' collaborations, while communication about responsibility can lead to both more negative and more positive attitudes towards retail chains, depending on how it is communicated. Collaborations between competitors are an important step towards a more sustainable society. One example is when Coca-Cola and Pepsi decided to collaborate on replacing in-store refrigeration systems to make them more environmentally friendly. Another example is how Swedish grocery stores together with other industry players established the deposit system. How consumers perceive these initiatives can provide guidance on how they should be communicated. By demonstrating the profitability of communicating these types of initiatives, they can become more attractive for stores to cooperate. Based on the results of a pilot study already conducted, it seems that projects carried out in cooperation with competitors are perceived as more responsible. The research can provide insights not only on communication in this context, but also on marketing in general as it generates insights on the underlying psychology of consumers.