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.
Highlights
The scale of environmental problems, as well as competitiveness challenges within the global economy, has raised increasing awareness of the need to change and renew existing technological production and social behavioral patterns
The European Commission Measuring EcoInnovation (MEI) [5] defined eco-innovation as assimilation or use of a product, production process, service or management or business method that is new to the organization and that reduces environmental risks, pollution, and other negative impacts of resource use compared to relevant alternatives, or contributes to environmentally sound objectives sustainability [6]
The Slovak respondents perceive the price of eco-innovation negatively
Summary
The scale of environmental problems, as well as competitiveness challenges within the global economy, has raised increasing awareness of the need to change and renew existing technological production and social behavioral patterns Such awareness may produce innovative responses gradually leading to sustainability [1,2]. There is a lot innovative theoretical frameworks for achieving sustainability and a competitive advantage based on a coherence between dyadic and social contexts for the benefit of society and all stakeholders This theory is further amplified by a synthesized explanatory basis including an eclectic mosaic of interdisciplinary theories (institutionalism, non-institutionalism, viable systems approach, isomorphism, and identity) to improve the performance of business and supply chains [3]. The European Commission Measuring EcoInnovation (MEI) [5] defined eco-innovation as assimilation or use of a product, production process, service or management or business method that is new to the organization and that reduces environmental risks, pollution, and other negative impacts of resource use compared to relevant alternatives, or contributes to environmentally sound objectives sustainability [6]
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