MARKETING COMMUNICATION OF ECO-INNOVATIONS AND THEIR IMPACT ON REGIONAL DEVELOPMENT

Innovative solutions are considered to bring about positive changes to businesses, mainly when it comes to those solutions improving production processes, reducing environmental impact or communicating corporate social responsibility. Eco-innovations seems to be a key to an unfavourable situation in all fields of business. However, they have to be supported by appropriate marketing communication targeting consumers in a right way, enhancing their ecological awareness and motivating them to purchase eco-friendly products. The paper deals with the topic of eco-innovations and their promotion by way of marketing communication tools. Attention will also be paid to impact of eco-innovations on regional development. The paper also points to the results of two survey carried out in the segment of small and medium-sized enterprises (SMEs) in the Slovak business environment.