Changing the Perception of Business Values in the Perspective of Environmental Sustainability

Mária Demjanovičová,Michal Varmus

doi:10.3390/su13095226

Mária Demjanovičová, Michal Varmus

Open Access

https://doi.org/10.3390/su13095226

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Journal: Sustainability	Publication Date: May 7, 2021
Citations: 6	License type: CC BY 4.0

Affiliation: University of Žilina

Abstract

This study provides an overview of practical approaches to sustainability and its communication to the public in the business sector. The research presented in this article is focused on perceived sustainability in micro and small enterprises in Slovakia through research of business models used by these enterprises using a qualitative approach. The aim is to provide a general view on this topic and to prepare the basis for a sustainable business model composed of the values of society in micro and small businesses in Slovakia. The research consists of two phases—research in the field of business environment through personal interviews with entrepreneurs (examination of parameters: locality, waste management, ecological components, minimization of waste) and research of consumers’ perceived values within the perception of environmental problems. Businesses perceive the seriousness and necessity of solving the problem. Entrepreneurs from the micro and small segments perceive the high importance of solving elements of sustainability. They mentioned the minimization of waste as the most important element, the highest value on the scale (5) was marked by up to 85% of respondents. From a customer survey, it is possible to assess that almost 86% of respondents in this case feel that global problems are affecting them personally and at the same time more than 62% of them believe that they can influence the offerings of companies through their purchases and support sustainability in the business environment.

Highlights

Sustainability can be approached from multiple perspectives
There is the government setting the boundaries of fair trade on the market, the business entity itself with its business model, the consumer buying the products and services, as well as the environment enabling the operation of this system [2]
After analyzing similar studies of sustainability and sustainable business models from the environmental perspective, it was possible to compare the terms used in common practice and adjust the parameters for the main topic of the research [15,16]

Summary

Introduction

Sustainability can be approached from multiple perspectives. In this case, sustainability is being researched within the business context as the main aspect of the operation of the whole business-making system, in connection to the social and value system of the consumers. Business entities have considerable impact on the environment They represent the supply of goods and services, bring innovations, and can affect the whole market. This should be done only until their activities negatively influence other stakeholder groups. There is the government setting the boundaries of fair trade on the market, the business entity itself with its business model, the consumer (customer) buying the products and services, as well as the environment enabling the operation of this system [2]. The environment represents the surroundings, nature, atmosphere, material, and other conditions necessary for the existence of the system

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