Přehled o publikaci

Research background: Reuse centers/points are important tools for waste management within the circular economy. From a global perspective, this is a process of significantly reducing the negative ecological footprint. For reuse centers/points to operate effectively, it is necessary to promote overall public awareness of reuse in the context of the global economic environment. Purpose of the article: The aim of the article is to formulate a communication strategy for reuse centers/points in a global context and thus create a platform that promotes awareness of the existence of reuse centers/points and their economic significance. The essence of the article is to show people how to treat reused values, where to find them, and how to handle them within the circular economy. Methods: The communication strategy is formulated based on structured analyses of facts and real circumstances relating to determinants that significantly influence the activities of reuse centers/points in the European environment. The analyses are based on quantitative research conducted in 2023/2024, which revealed several significant positive and negative factors affecting the circular economy and identified significant impacts on consumer behavior. Other methods used included cognitive description of facts, synthesis methods, logical and deductive procedures, and focus groups to examine the procedures and impacts of the communication strategy of reuse centers/points. Findings & Value added: The article will present the communication strategy of reuse centers/points influencing public awareness in the Czech Republic in an international context and its impact on consumer behavior in relation to the return of value within the circular economy. It will thus provide a tool for the transition to a circular economy in the Czech Republic in the context of mitigating the negative impacts of the global ecological footprint on the development of European society.