Evaluating the impact of eco-innovations on pro-environmental mentality among students

Purpose – The recently observed rapid deterioration of the natural environment and the associated negative consequences for human health have led to the need for significant changes in the pursuit of environmental policies at both national, local and regional levels. The promotion and implementation of a wide range of eco-innovations in every sphere of life can influence the public’s interest in environmental issues in the broadest sense and motivate them to undertake diverse environmental activities. The purpose of this research is to assess the role of eco-innovation in shaping pro-environmental mentality among students. A visual overview is provided in the graphical abstract. Design/methodology/approach – Using a survey-based methodology with a sample of 1, 000 students, the research identifies four types of eco-innovations and constructs a model linking these innovations to pro-environmental actions based on the type of study. Findings – The research showed that the creation of environment pro-environmental mentality al awareness among tertiary students is mainly influenced by product innovations (mainly the reduction of toxic substances by using innovative resources) and process innovations (mainly innovative recycling methods). Organisational and marketing innovations are attributed less importance by students in the context of creating pro-environmental mentality. Originality/value – The originality and novelty of the study lies in the identification of four types of eco-innovations depending on their impact on the creation of pro-environmental mentality among students, and the construction of a model of actions for the creation of pro-environmental mentality among students in relation to the type of study.