IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i2p732-d479894.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Erika Loučanová & Mikuláš Šupín & Tatiana Čorejová & Katarína Repková-Štofková & Mária Šupínová & Zuzana Štofková & Miriam Olšiaková, 2021. "Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand," Sustainability, MDPI, vol. 13(2), pages 1-10, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:732-:d:479894
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/2/732/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/2/732/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Daniel Baier & Theresa Maria Rausch & Timm F. Wagner, 2020. "The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective," Sustainability, MDPI, vol. 12(7), pages 1-21, April.
    2. Alexis Gutierrez & Thomas F. Thornton, 2014. "Can Consumers Understand Sustainability through Seafood Eco-Labels? A U.S. and UK Case Study," Sustainability, MDPI, vol. 6(11), pages 1-23, November.
    3. Javier Carrillo-Hermosilla & Pablo Río González & Totti Könnölä, 2009. "What is eco-innovation?," Palgrave Macmillan Books, in: Eco-Innovation, chapter 0, pages 6-27, Palgrave Macmillan.
    4. Picazo-Tadeo, Andrés J. & Castillo-Giménez, Juana & Beltrán-Esteve, Mercedes, 2014. "An intertemporal approach to measuring environmental performance with directional distance functions: Greenhouse gas emissions in the European Union," Ecological Economics, Elsevier, vol. 100(C), pages 173-182.
    5. Triguero, Angela & Moreno-Mondéjar, Lourdes & Davia, María A., 2013. "Drivers of different types of eco-innovation in European SMEs," Ecological Economics, Elsevier, vol. 92(C), pages 25-33.
    6. Tarantola, D., 2013. "Thinking locally, acting globally?," American Journal of Public Health, American Public Health Association, vol. 103(11), pages 1926-1926.
    7. A. Lindgreen & Y.T. Xu & F. Maon & J. Wilcock, 2012. "Corporate social responsibility brand leadership: A multiple case study," Post-Print hal-00800278, HAL.
    8. Eiadat, Yousef & Kelly, Aidan & Roche, Frank & Eyadat, Hussein, 2008. "Green and competitive? An empirical test of the mediating role of environmental innovation strategy," Journal of World Business, Elsevier, vol. 43(2), pages 131-145, March.
    9. Shahid Bashir & Muddasar Ghani Khwaja & Yasir Rashid & Jamshid Ali Turi & Tariq Waheed, 2020. "Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image," SAGE Open, , vol. 10(3), pages 21582440209, August.
    10. Loucanova Erika & Parobek Jan & Kalamarova Martina, 2016. "The Perception of Respondents of Packaging Innovations in Slovakia," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 26(3), pages 33-43, September.
    11. Shang-Yu Liu & Chen-Ying Yen & Kuang-Nan Tsai & Wei-Shuo Lo, 2017. "A Conceptual Framework for Agri-Food Tourism as an Eco-Innovation Strategy in Small Farms," Sustainability, MDPI, vol. 9(10), pages 1-11, September.
    12. Nicole Darnall & G. Jason Jolley & Robert Handfield, 2008. "Environmental management systems and green supply chain management: complements for sustainability?," Business Strategy and the Environment, Wiley Blackwell, vol. 17(1), pages 30-45, January.
    13. Hubert Paluš & Ján Parobek & Rastislav Šulek & Ján Lichý & Jaroslav Šálka, 2018. "Understanding Sustainable Forest Management Certification in Slovakia: Forest Owners’ Perception of Expectations, Benefits and Problems," Sustainability, MDPI, vol. 10(7), pages 1-17, July.
    14. Luo Wang & Bin Shen, 2017. "A Product Line Analysis for Eco-Designed Fashion Products: Evidence from an Outdoor Sportswear Brand," Sustainability, MDPI, vol. 9(7), pages 1-12, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Berkegui Oubedatou Sinatoko Djibo & Emmanuel Mensah Horsey & Shuliang Zhao, 2024. "Good Innovation Capacity, Good Eco-Innovation Performance? From Firms Innovation, Learning Capacity, and Institutional Environment," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(1), pages 1179-1209, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dhekra Ben Amara & Hong Chen, 2022. "Driving factors for eco-innovation orientation: meeting sustainable growth in Tunisian agribusiness," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 713-732, June.
    2. Yang, Fuxia & Yang, Mian, 2015. "Analysis on China's eco-innovations: Regulation context, intertemporal change and regional differences," European Journal of Operational Research, Elsevier, vol. 247(3), pages 1003-1012.
    3. Barıs Aksu & Gulsen Akman, 2024. "How Eco-innovation Determinants and Eco-innovation Strategy Influences Sustainability Performance of SMEs? Mediating Role of Eco-innovation Strategy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 9368-9392, June.
    4. García-Granero, Eva M. & Piedra-Muñoz, Laura & Galdeano-Gómez, Emilio, 2020. "Measuring eco-innovation dimensions: The role of environmental corporate culture and commercial orientation," MPRA Paper 119909, University Library of Munich, Germany.
    5. Chenli Yin & Maria Paz Salmador & Dan Li & M. Begoña Lloria, 2022. "Green entrepreneurship and SME performance: the moderating effect of firm age," International Entrepreneurship and Management Journal, Springer, vol. 18(1), pages 255-275, March.
    6. Abdesselam, Rafik & Kedjar, Malia & Renou-Maissant, Patricia, 2024. "What are the drivers of eco-innovation? Empirical evidence from French start-ups," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    7. Torrecillas, Celia & Fernández, Sara & García-García, Claudia, 2023. "Drivers to increase eco-efficiencies in Uruguay, Peru, and Panama," Energy Policy, Elsevier, vol. 183(C).
    8. Hartmann, Julia & Inkpen, Andrew & Ramaswamy, Kannan, 2022. "An FsQCA exploration of multiple paths to ecological innovation adoption in European transportation," Journal of World Business, Elsevier, vol. 57(5).
    9. Li-Ying, Jason & Mothe, Caroline & Nguyen, Thi Thuc Uyen, 2018. "Linking forms of inbound open innovation to a driver-based typology of environmental innovation: Evidence from French manufacturing firms," Technological Forecasting and Social Change, Elsevier, vol. 135(C), pages 51-63.
    10. Lily Hsueh, 2019. "Opening up the firm: What explains participation and effort in voluntary carbon disclosure by global businesses? An analysis of internal firm factors and dynamics," Business Strategy and the Environment, Wiley Blackwell, vol. 28(7), pages 1302-1322, November.
    11. Jana Hojnik, 2017. "In Pursuit of Eco-innovation," UPP Monograph Series, University of Primorska Press, number 978-961-7023-53-4.
    12. Melissa Monika Wagner & Tincuta Heinzel, 2020. "Human Perceptions of Recycled Textiles and Circular Fashion: A Systematic Literature Review," Sustainability, MDPI, vol. 12(24), pages 1-28, December.
    13. García-Granero, Eva M. & Piedra-Muñoz, Laura & Galdeano-Gómez, Emilio, 2020. "Measuring eco-innovation dimensions: The role of environmental corporate culture and commercial orientation," Research Policy, Elsevier, vol. 49(8).
    14. Dhekra Ben Amara & Hong Chen, 2021. "The impact of participative decision-making on eco-innovation capability: the mediating role of motivational eco-innovation factors," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 6966-6986, May.
    15. Dhekra Ben Amara & Hong Chen, 2021. "Evidence for the Mediating Effects of Eco-Innovation and the Impact of Driving Factors on Sustainable Business Growth of Agribusiness," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(3), pages 251-266, September.
    16. Antonella Biscione & Raul Caruso & Annunziata de Felice, 2021. "Environmental innovation in European transition countries," Applied Economics, Taylor & Francis Journals, vol. 53(5), pages 521-535, January.
    17. Sajid Ullah & Naveed Ahmad & Farman Ullah Khan & Alina Badulescu & Daniel Badulescu, 2021. "Mapping Interactions among Green Innovations Barriers in Manufacturing Industry Using Hybrid Methodology: Insights from a Developing Country," IJERPH, MDPI, vol. 18(15), pages 1-25, July.
    18. Michał Dudek & Wioletta Wrzaszcz, 2020. "On the Way to Eco-Innovations in Agriculture: Concepts, Implementation and Effects at National and Local Level. The Case of Poland," Sustainability, MDPI, vol. 12(12), pages 1-22, June.
    19. Zhang, Yue-Jun & Peng, Yu-Lu & Ma, Chao-Qun & Shen, Bo, 2017. "Can environmental innovation facilitate carbon emissions reduction? Evidence from China," Energy Policy, Elsevier, vol. 100(C), pages 18-28.
    20. Chin-Hung Tseng & Kuo-Hsiung Chang & Ho-Wen Chen, 2019. "Strategic Orientation, Environmental Innovation Capability, and Environmental Sustainability Performance: The Case of Taiwanese Suppliers," Sustainability, MDPI, vol. 11(4), pages 1-19, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:732-:d:479894. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.