SPECIFIC ASPECT OF MARKETING COMMUNICATION AND CONSUMER BEHAVIOUR IN A CIRCULAR ECONOMY
SPECIFIC ASPECT OF MARKETING COMMUNICATION AND CONSUMER BEHAVIOUR IN A CIRCULAR ECONOMY

Summary/Abstract: The key tool in the conservation of the natural environment is the effective use of natural resources, the raising of employment rates in the waste-processing sector and combating man-induced climate change, with an effort to lower the amount of waste that ends up on landfills. The level of the economy and the quality of our life depends on the sufficient amount of natural resources. The characteristics of a traditional economy are rooted in a one-way linear process, i.e. resources – products – waste, with a focus on the maximising of societal wealth and profit, which overburdens natural resources, produces an uncontrollable amount of waste and has a negative influence on natural resources and the natural environment. With regards to raising productivity, the lowering of expenses and the strengthening of competition in Europe, the circular economy as a scientific concept represents a model of long-term sustainable development, a type of environmentally-friendly economy. Before we determine the implementation methods, during the introduction of a circular economy within the conditions of Slovakia, it is necessary to analyse the factors that influence this phenomennon. The stated goal of our paper is to define the results of the analysis, monitoring and evaluating of the use of communication tools in the consumer behaviour in the application of a circular economy in Slovakia. The research was focused on a whole variety of consumers, and compared with the legislative limits of the European Union and the Slovak Republic. In the conclusion, we define the proposals that will ensure the accord between legislation, the principles of circular economies, communication tools and consumers. The processed proposals will be submitted to the authorities of public administration, for example the Slovak Chamber of Commerce, the Ministry of Environment of the Slovak Republic, and others.

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