Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand

Eco-innovation presents a tool that helps companies to transform environmental constraints into opportunities and advantages such as cost reduction, better reputation, and benefit for new markets. The purpose of the paper is to evaluate the perception of eco-innovation and green brands in the contex...

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Bibliographic Details
Published in:Sustainability 2021-01, Vol.13 (2), p.732
Main Authors: Loučanová, Erika, Šupín, Mikuláš, Čorejová, Tatiana, Repková-Štofková, Katarína, Šupínová, Mária, Štofková, Zuzana, Olšiaková, Miriam
Format: Article
Language:English
Subjects:
Attitudes
Behavior
Brand image
Competitive advantage
Consumers
Customer services
Customers
Environmental impact
Evaluation
Green marketing
Innovations
Institutionalism
Perception
Perceptions
Society
Sustainability
Sustainable development
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Summary:Eco-innovation presents a tool that helps companies to transform environmental constraints into opportunities and advantages such as cost reduction, better reputation, and benefit for new markets. The purpose of the paper is to evaluate the perception of eco-innovation and green brands in the context of sustainability in Slovakia and their mutual relation. The applied research focused on the perception of eco-innovation and green brands. The survey was realized by the Kano model that provides customers’ opinions regarding the requirements of the monitored object. In our case, the research object is ecological innovation evaluated in terms of selected parameters. To generalize the relationships among examined parameters, cluster analysis was applied to identify clusters of examined parameters of ecological innovations. The aim of the contribution is to present the output of the cluster analysis in a form of a dendrogram showing a graphical grouping of related objects in three clusters that include examined parameters according to their perception by customers.
ISSN:2071-1050
2071-1050
DOI:10.3390/su13020732