A reusable product from the point of view of a young generation: How companies can increase their competitiveness
Michal Pšurný, Stanislav Mokrý, Alexandr Langr, Jana Stávková
Keywords:
reusable product, competitive advantage, sustainable consumption, sustainable product
Abstract:
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.
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 A reusable product from the point of view of a young generation: How companies can increase their competitiveness [PDF file] [Filesize: 1000.53 KB]
 10.7441/joc.2024.04.07
Pšurný, M., Mokrý, S., Langr, A., & Stávková, J. (2024). A reusable product from the point of view of a young generation: How companies can increase their competitiveness. Journal of Competitiveness, 16(4), 128-149. https://doi.org/10.7441/joc.2024.04.07
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