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

Erika Loučanová, Mikuláš Šupín, Tatiana Čorejová, Katarína Repková-Štofková, Mária Šupínová, Zuzana Štofková and Miriam Olšiaková
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Erika Loučanová: Department of Marketing, Trade and World Forestry, Technical University in Zvolen, T. G. Masaryka 24, 960 01 Zvolen, Slovakia
Mikuláš Šupín: Department of Marketing, Trade and World Forestry, Technical University in Zvolen, T. G. Masaryka 24, 960 01 Zvolen, Slovakia
Tatiana Čorejová: Department of Communication, University of Zilina, Univerzitná 8215/1, 010 26 Zilina, Slovakia
Katarína Repková-Štofková: Department of Communication, University of Zilina, Univerzitná 8215/1, 010 26 Zilina, Slovakia
Mária Šupínová: Faculty of Health, Slovak Medical University in Bratislava, Sládkovičova 21, 974 05 Banská Bystrica, Slovakia
Zuzana Štofková: Department of Economics, University of Zilina, Univerzitná 8215/1, 010 26 Zilina, Slovakia
Miriam Olšiaková: Department of Marketing, Trade and World Forestry, Technical University in Zvolen, T. G. Masaryka 24, 960 01 Zvolen, Slovakia

Sustainability, 2021, vol. 13, issue 2, 1-10

Abstract: 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.

Keywords: sustainability; eco-innovation; green branding; cluster analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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