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.

The decision about packaging belongs to the most substantial product characteristics. It has impact on the quality of food as well as shopping preferences of consumers. Because the significance of packaging keeps increasing, companies need to take a more innovative approach to packaging policy in the context of ecological innovations. The food packaging industry is largely subject to change from passive to innovative packaging resulting in making the smart packaging. The producing companies, processors of food, logistic operators as well as consumers constantly ask for more innovative packaging (smart packaging) to make products that fulfil standards in the area of quality, safety or identification of products within the logistic chain. The research of understanding and attitudes towards smart packaging as well as evaluation of its utility and requirements was used by the Kano model concept. The aim of the paper is to determine the development of innovation status and the impact of smart packaging on consumers in different age categories in Slovakia. The results show the positive impact of smart packaging on Slovak customers. Innovation status of smart packaging among Slovak customers in determined age categories has increased during the monitored period and younger respondents evaluate the smart packaging as an added value of the product. This added value of smart packaging supports the smart logistics to make the whole logistic chain more effective to develop a decentralized database storing the constantly increasing number of various records, such as product movement or its quality.

The paper presents the results of a survey aimed at evaluating the attitudes of Slovak respondents toward eco-innovation purchasing power supplied on the Slovak market to propose an open business model that would support such purchasing power to increase sustainability. The primary method applied in the research was the Kano model, by which we determined the attitudes of the respondents to the issue. Based on the findings and using the analytical-synthetic method, we subsequently processed a proposal for a business model for implementation of ecological innovation in Slovakia. This model used innovative marketing communication tools to increase interest in eco-innovation and products, and created a learning algorithm to influence customers’ shopping behaviors. As a result of the research, we assumed that the main obstacles to increasing demand for eco-innovation and products were inexperience, cost, and lack of information held by respondents, and therefore it is necessary to build and improve customer relationships, in which, in addition to traditional forms of marketing, it is inevitable to use various innovative forms of corporate social responsibility to minimize these negatives.

Background: Systematic management of innovation in the context of sustainable development based on ecological innovation is an essential part of the global market. Therefore, it will be guided by ecological innovations, which represent a means of sustainable development. The traditional approach to the evaluation of innovations focused mainly on economic results and failed to capture the ecological dimensions of sustainability from the theme of view of their consumers’ application. Therefore, the paper has the aim of evaluating the sustainability of ecological innovations from the perspective of customers in Slovakia, focusing on the elementary characteristics of sustainability through ecological innovations from the point of view of consumers. In the research, we focus on the parameters of ecological innovations connected with the sustainability of buildings and their operation—energy, health, comfort, materials, living processes and the quality of the place and equipment from the point of view of mobility. Methods: The primary study method is the Kano model. Conclusions: The results point to the fact that Slovak respondents are largely unaffected by ecological innovations, but they perceive the use of cars with an internal combustion engine as a mandatory requirement; innovations in thermal insulation, the use of natural and renewable materials and mass transport are attractive requirements for the respondents. Heating and use of recyclable materials are one-dimensional requirements.

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