A reusable product from the point of view of a young generation: How companies can increase their competitiveness
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F24%3A43926368" target="_blank" >RIV/62156489:43110/24:43926368 - isvavai.cz</a>
Result on the web
<a href="https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=557&cp=" target="_blank" >https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=557&cp=</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
A reusable product from the point of view of a young generation: How companies can increase their competitiveness
Original language description
This paper offers companies a young generation's perspective on a product that aligns with the current understanding of sustainability - reusable water bottles. With this perspective, companies can increase their competitiveness. A questionnaire survey gathered opinions on sustainability from 639 respondents, addressing both sustainable consumption and related sustainable production. The questions asked were organized in three blocks: on the issue of environmental preferences, the motivation to buy reusable bottles, and the importance of bottle characteristics. The survey results showed that 85% of the respondents support such a product. The results provide detailed information on preferred product characteristics such as bottle weight, bottle volume, material used, bottle design. According to the views expressed on sustainability issues and the evaluation of the features of the product offered, and using k-means cluster analysis, four segments of young generation consumers in the reusable bottle market were created: "environmental enthusiasts", "sustainability sceptics", "responsible for the future" and "environmental and quality protectors." This arrangement makes it easier for manufacturers to target effectively. For all segments, there is only a slight concern about current technological developments, which may be a sign of confidence in the development of scientific and technological knowledge and an impetus for strategic decisions by manufacturers. The findings highlight the importance of educating consumers on sustainable consumption and production. Effectively communicating the product to consumers can create a competitive advantage in the marketplace.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/EF16_017%2F0002334" target="_blank" >EF16_017/0002334: Research Infrastructure for Young Scientists</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Competitiveness
ISSN
1804-171X
e-ISSN
1804-1728
Volume of the periodical
16
Issue of the periodical within the volume
4
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
22
Pages from-to
128-149
UT code for WoS article
001399025600007
EID of the result in the Scopus database
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