Helena Majdúchová et al.
Proceedings of Scientific Papers
University of Economics in Bratislava
Faculty of Business Management
Department of Business Economy
Foundation Manager
Masaryk University Press
Brno 2022
Helena Majdúchová et al.: “Sustainable Business Development Perspectives 2022”
Proceedings of Scientific Papers
Scientific Committee
prof. Ing. Peter Markovič, PhD. DBA |
University of Economics in Bratislava, Slovakia |
doc. Dr. Michael Zhelyazkov Musov |
University of National and World Economy, Bulgaria |
doc. Ing. Michaela Krechovská |
University of West Bohemia, Czech Republic |
Dr hab. Grzegorz Głód, prof. UE |
University of Economics in Katowice, Poland |
Dr. Ariel Mitev |
Corvinus University of Budapest, Hungary |
doc. Dr. sc. Ivana Načinović Braje, PhD. |
University of Zagreb, Croatia |
prof. Mgr. Peter Štarchoň, PhD. |
Comenius University in Bratislava, Slovakia |
doc. Ing. Mgr. Gabriela Dubcová, PhD. |
University of Economics in Bratislava, Slovakia |
doc. Ing. Mgr. Jakub Procházka, PhD. |
Masaryk University, Czech Republic |
doc. Ing. Jindra Peterková, PhD. |
Moravian Business College Olomouc, Czech Republic |
prof. Ing. Lilia Dvořáková, CSc. |
University of West Bohemia, Czech Republic |
doc. Ing. et Ing. Renáta Myšková, PhD. |
University of Pardubice, Czech Republic |
doc. RNDr. Ing. Hana Scholleová, PhD. |
University of Chemistry and Technology, Prague, Czech Republic |
prof. Ing. Zuzana Dvořáková, CSc. |
University of Chemistry and Technology, Prague, Czech Republic |
prof. Ing. Jiří Hnilica, PhD. |
University of Economics in Prague, Czech Republic |
doc. Oleksandr Litvinov, DSc. |
Odesa National Economic University, Ukraine |
prof. Julie Elston, PhD. MBA |
Oregon State University, USA |
prof. Yevhen Ivchenko, Dr. Sc |
Volodymyr Dahl East Ukrainian National University, Ukraine |
Helena Majdúchová et al.: “Sustainable Business Development Perspectives 2022”
Proceedings of Scientific Papers
Reviewers:
prof. RNDr. Ing. Ľudomír Šlahor, CSc.
prof. RNDr. Darina Saxunová, PhD.
Editors:
PhDr. Mária Kmety Barteková, PhD.
Ing. Dana Hrušovská, PhD.
Ing. Mária Trúchliková, PhD.
Ing. Monika Raková, PhD.
Papers have not been linguistically and editorially edited. The authors are responsible for the content and level of individual contributions.
Approved by the Pedagogical and Publishing Committee of the University of Economics in Bratislava in the publishing program for 2022 as a peer-reviewed proceedings of scientific works.
Publisher Masaryk University Press, Brno 2022
Pages 318
ISBN 978-80-280-0197-1 (online ; html)
https://doi.org/10.5817/CZ.MUNI.P280-0197-2022
CC BY-NC-ND 4.0
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0
Content
Yevchuk Khrystyna-Iryna 1
1 Yuriy Fedkovych Chernivtsi National University
https://doi.org/10.5817/CZ.MUNI.P280-0197-2022-28
Waste from agricultural waste accounts for a large share of waste in general, in general about 64% of waste per year is waste from rural industry. The quality and speed of processing of agricultural waste is influenced by the behavior of the population. Changing the behavior of the population to good habits has the best effect on the speed of integration of agricultural waste processing. In general, the main marketing parties that influence the processing of agricultural waste include: customers, suppliers, employees, finance, regulators, media, the public. Types of waste can be divided into: avoidable, partially avoidable and unavoidable. Garbage recycling marketing affects all stages of product consumption, namely: manufacturing, manufacturing, retail and household.
Keywords: Recycling marketing, waste, waste recycling, marketing strategy, recycling integration.
The problem of waste generation in the world is growing every day, and globalization systems do not provide complete processing of these resources. Foremost, this has become a problem due to the low development of logistics and technological infrastructure in this area. Not so long ago, the world began to realize that waste is an additional resource for production. Thus, recycling solves two strategic problems: reducing the amount of resources and increasing pollution of the planet with garbage. Recycling of waste, in general and from agricultural production, for the full functioning should involve such entities as the state, citizens, business and the scientific community. One of the key roles in the proper recycling of garbage is played by sorting, which in the recycling of agricultural waste is played by the community and each individual.
Complete and correct recycling is not possible without recycling marketing, as the efficiency of waste sorting directly depends on human habits and behavior. Therefore, efficient integration of recycling requires efficient sorting, and this requires changing the culture and habits of citizens in general.
This is primarily done by marketing, and marketing tools that can psychologically affect the habits of citizens. Therefore, in order to quickly and efficiently implement waste recycling into a sustainable concept of global development, marketing tools must be strongly involved.
To answer the question of what marketing factors will be able to influence the change of behavior of the population, it is necessary to determine the types of influence and criteria for assessing the effectiveness of the marketing model and strategy. In this case, marketing components are divided into strategic and tactical, as well as those that may be involved in government, business or NGOs. Stakeholder allocation criteria are divided into customers, suppliers, employees, finance, regulators, media and the public. The concept of the Four Functions can best show where exactly each of the stakeholders is located.
On the other hand, the concept of agricultural waste recycling is part of the common values and goals of sustainable development and provides a solution to its problems. The concept of sustainable development can well describe the life cycle of goods processing and its cyclical basis.
Waste recycling marketing in its field is not entirely research in the field of science as it is based mostly on free tools, although in general the effectiveness of marketing strategy depends entirely on the budgeting of a particular marketing niche. In general, it can be said that without investment in the field of informing the population and business, it is not possible to radically implement and change consumer habits and further sorting (behavior of garbage treatment) habits of the population and enterprises.
In essence, marketing is work in the market on sales channels to increase the distribution of certain goods and services. An integral part of marketing is innovation and technological improvements of the product, to better meet the desires and needs of customers. The main word in marketing is always the need, which is why the main goal in recycling marketing is to find and communicate the goals and needs of the user (citizen).
Waste recycling marketing research indicates and describes primarily changes in population behavior. This is the relationship of recycling marketing with the psychological aspects of influence. In general, recycling marketing should serve to increase the sustainable consumption of products and their sustainable use.
Recycling marketing is a very new and unexplored concept, many scientists consider it quite complex, because its main task is to change the behavior of the population, which includes sciences such as psychology, economics and ecology. Garbage recycling marketing is, so to speak, a combination of these three sciences and may involve numerous facets and branches and contains considerable scientific interest for research.
The author defined the following definition:
“ Waste recycling marketing is about informing all parties to recycling, to achieve the goals of a sustainable economy, to preserve nature and the planet for future generations, to attract more recycling entities to ensure sustainable consumption and preserve the environment. The effectiveness of processing marketing can be assessed in terms of market share (in this case, the population and enterprises), which are involved in sorting, processing and reducing waste from agricultural products. ”
Christina Calvo-Porral (S. Calvo-Porral, 2019) defines that any work of the company is inextricably linked with the quality of the environment, and the company itself is interested in preserving the environment. On the other hand, marketing is interested in increasing product consumption, which separates marketing from sustainable development. Christina Calvo-Porral calls this the paradox of sustainable marketing, because it is this factor in marketing that contradicts itself.
But on the other hand, if we take the theory that marketing should not increase consumption, but meet needs, then sustainable development marketing has the essence and main goals, which are accompanied by the preservation of nature and the environment. That is why marketing can impose a reduction in energy consumption, smart food consumption and promote the main goals of sustainable development, which can give impetus to changes in the cultural behavior of product consumption.
Sustainable marketing has the following main components:
Society - which is associated with the influence of companies on people on the one hand, and the influence of society's behavior on the overall result of the enterprise on the other;
Ecological environment - the main purpose of this component is to verify the impact of the enterprise on the natural environment and the company's contribution to the development and implementation of key aspects of environmental sustainability;
Economic - which is responsible for the economic performance of the company, although it must be consistent with the environmental performance, it can not fall sharply.
With these approaches, you can work out the main points of the marketing strategy of recycling. From all these parameters follow the following main stages of the marketing strategy of processing:
Ideology - the creation of the main key ideas of recycling marketing and the philosophy of recycling marketing. Setting the mission and goals of processing and conservation of nature. The approach to sustainable marketing should help with this point;
Statement of the main problems - analysis and identification of the main problems that need to be solved in order to implement a holistic system of agricultural waste recycling. Critical marketing is best at this stage;
Attracting the necessary tools - creating and attracting all the necessary materials and resources to ensure the purpose of processing. It is the proper provision of materials and resources that mainly affects the speed and quality of system implementation. At this stage of implementation helps environmental marketing, which provides environmental packages, garbage sorting systems and more;
Changing the behavior of selected audiences - promoting new types of behavior of the subject from a particular audience to the desired behavior and habits for the purposes of marketing recycling. This stage is the most labor-intensive and long-term, for certain cultures this stage may take several generations. At this stage, it is best to use social marketing.
In general, the problem of waste recycling is also quite difficult in terms of integration and promotion of this culture and system of behavior at the national level. In general, the recycling system is divided into two parts: recycling of agricultural waste on the side of the enterprise and on the side of the end customer. Over the years, certain cultural and economic principles of waste management have been established, so the new system needs to be integrated in two ways.
Thus, it is possible to separate stakeholders effect and business drivers of interest, more details in Table 1.
Types and influence of stakeholders on the system of agricultural waste processing
Stakeholder |
Effect |
Business driver of interest |
Customers |
|
Wages and expenses
|
Suppliers |
|
Price / production price / income |
Employees |
|
Price / salary |
Finances |
|
Weighted average cost of capital |
Regulators |
|
Long-term development and sustainable development of the state / community |
Media |
|
|
Public |
|
|
The main stakeholders influencing the integration and success of the global recycling strategy are customers and suppliers influenced by employees, finance, regulators, the media and the public. Also, depending on the type of audience and the function and the state in which it is now, stakeholders may change. That is, the same person can be both in one stakeholder and in another, depending on where he is.
In general, all sustainable consumption systems are reduced to the fact that sustainable consumption is aimed at preserving and improving the lives of future generations, reducing waste. And also, to reduce the overall consumption of the product. This method of behavior change is difficult to implement, because the main factors used in it depend on the desires of people and their lifestyles. Of course, you can use marketing tools such as training, promotion, branded items, but the conversion from these activities will not be high immediately and will give a weak stable result. Also, much depends on the good infrastructure created. It should be noted that a large proportion of stable consumption depends on people's awareness of the needs of their body and the needs of the environment, which in turn joins such sciences as biology and chemistry. The next aspect is that behavioral and consumer habits take root in childhood, so the child takes over the habits of consumption from his parents, which connects himself to the system of stable consumption and psychological sciences as well. Thus, it can be concluded that the marketing of stable consumption is a rather complex component product and is not appropriate for use in the early stages of integration of agricultural waste recycling.
Many sources equate sustainable consumption and responsible consumption approaches, which in turn are incorrect. Because sustainable consumption aims at the sustainability of the whole system, which includes such key players as producers, consumers and the state. In turn, the marketing of responsible consumption is aimed only at society, on the user, and does not take into account the company and the state.
In his paper, Harris K. E. (Mohr, J. A., Webb, D. J., & Harris, K. E., 2001) identified that responsible consumption is the customer's decision at the time of purchase, which aims to preserve nature and long-term impact with beneficial effects on nature.
Thus, in responsible use, the main active participant is the user and only the indirect environment, which can have both negative and positive effects. Anti-consumption is an incentive for the customer to reduce excessive, unnecessary consumption. That is, this approach is aimed at the user, whose main goal is to change user behavior. The main difference between anti-consumption and sustainable consumption or renewable consumption is that anti-consumption not only reduces consumption, it supports longer use of things that are in use. That is, the main tool of anti-consumption is to motivate people to use current things for a long time and repair them.
The main purpose of careful consumption is a conscious choice in the consumption of products. Thus, the consumer understands the factors that influence the choice and the whole result of their actions. Authors argue that the main strategy for proper consumption of products is the tactic of moderate consumption of products by users, for better health. Also, attention to consumption is stable and not stable, this may be due to psychological factors and habits of both the population and the individual, Table 2.
Types of waste generation in the process of food consumption with a description of possible changes in consumer behavior
Reason |
Description |
Expenses |
|
||
1. 1. Excessive purchases 1.2. The rest after cooking 1.3. Leftovers after meals 1.4. Long storage
1.5. Overproduction
1. 6. Unnecessary animals
1.7. Change of production line
1.8. Processing method |
Customers buy too much, which spoils the product. Cooking is more than you can consume, after which the food spoils. Plate waste after meals, except for inedible parts. Spoiled food due to expired consumption and improper storage in the retail sector. Production is more than the ability to buy and consume customers.
Killing animals as a child, because they do not bring strong financial benefits.
Excessive waste, defects or unclean products can be generated during the change of the food rhinoceros. Losses due to outdated, incorrect or ill-considered process of processing goods and agricultural raw materials. |
Proper procurement planning, avoid special offers in stores and large volumes. Reduce cooking.
Reduce the portion of the plate to the amount that the person is sure he wants to eat. The customer must be informed about seasonal discounts and products.
Correct calculation of production and production of the product that the user needs. Financing the maintenance and feeding of these animals to break-even, and financing new species that do not require the killing of animals. To process all raw materials, and to turn impure products which were formed at it into the promotional goods. Introduction of new technologies and approaches in processing, preparation and processing of goods. |
|
||
2.1. Taste benefits
2.2. Low demand due to product 2.3. Quality sorting |
Loss of parts of the product due to their taste difference or improper / incompetent cooking. Too long storage due to low quality (mostly aesthetic). Sorting products through aesthetic indicators. |
Use other cooking methods, tell other parts of the product to other people.
Consumers should be less demanding, and sellers should reduce the prices of such goods. Find channels to sell unsightly products, recycle them or sell them at a lower price. |
|
||
3.1. Basic sorting 3.2. Machine / convenient harvesting 3.3. Pollution 3.4. Diseases 3.5. Storage problems 3.6. Logistics and delivery 3.7. Inedible parts 3.8. Processing method |
Sorting inedible products that spoiled after harvest or were immature.
Yield losses due to changes in the specifics of harvesting.
Disposal of contaminated products. Disposal due to crop diseases. Deterioration due to storage problems. Deterioration due to damage during transportation. Inedible parts of the plant to be recycled.
Losses due to the specifics of processing. Damage to agricultural products due to weather conditions.
|
According to Table 2, agricultural products can be divided into 3 types, and those segments of products can be distinguished that can be saved by not losing them during transportation, processing or consumption. For the most part, the loss of agricultural and food products can be reduced in the first two blocks by changing the behavioral habits of the population.
Based on the results of the work, the main parties involved in waste recycling were identified, including customers, suppliers, employees, finance, regulators, media and the public. The definition of sustainable marketing was formed, which is a prerequisite for the stability of the integration of processing. Thus, recycling marketing is fundamentally different from traditional marketing, as it forces to proper consumption, rather than excessive and irrational consumption.
According to the results of the work, it was determined that there are stages of consumption that can reduce the amount of waste generated. Proper marketing and involving different parties in solving the problem of waste generation should radically reduce their amount.
Recycling marketing, a fairly new concept that has not formed a precise definition. Based on various sources, the authors formed their vision, which consists in the fact that “recycling marketing is informing all parties to recycling, to achieve sustainable economic goals, preserve nature and the planet for future generations, attract more recycling entities to ensure sustainability consumption and preservation of the natural environment ”.
Marketing of agricultural waste processing involves the stages of consumption itself, namely the reduction of irrational purchases. Thus, sustainable marketing (recycling marketing) is not of interest to the business in full, as it reduces its direct income. However, marketing processing in the business can have a greater strength of the brand image, which indirectly affects the increase in revenue. Also, there are a number of developed countries where strong social marketing has a significant impact, and the more a company uses marketing to process its product, the more it is respected. One of the greatest examples of sustainable marketing is Tesla. That is why the marketing of recycling involves a lot of stakeholders who have different influences, as shown in Table 1.
The next stage of the product life cycle and waste generation in general is household consumption. So from Table 2 we see that by changing the behavior of the population can reduce waste such as: unnecessary purchases, excessive leftovers after eating, improper processing of the product during cooking, improper storage, changes in production line and long storage. All these factors appear primarily due to lack of information of the population. That is, citizens are not taught to handle and use food properly. Thus, the main goal of sustainable marketing is to teach citizens how to handle products properly. The authors believe that the proper handling of food should dramatically reduce the amount of agricultural waste.
The issues to be raised in the following papers should describe the proper integration of recycling marketing into public life, the development of tools to bring recycling marketing into the lives of the population and the calculation of the speed of implementation of recycling marketing in practice.
Also, there is the question of ethical separation of decision-making in business in favor of sustainable (green) marketing. Business must move away from revenue goals to nature conservation, which is not fundamentally the main goal of business. That is why it is necessary to describe the possibilities of the right transition of business to sustainable marketing. The issue of sustainable marketing is also quite difficult for marketers, who must decide to take the side of green marketing and their customers or the side of business and increase income. That is why research in the combination of nature conservation and income from recycling is very relevant.
The next issue that needs to be described is the issue of solving logistical problems of delivery of agricultural products. After all, it is during improper delivery that a significant mass of goods spoils and does not reach the final consumer.
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