The products are eco-friendly, meeting global sustainability standards and customer requirements from stakeholders such as regulators and consumers who prefer green options (Sambucci et al., 2021). Increased awareness of climate change and the ecological impacts of traditional construction methods is allowing the eco-friendly sector to thrive and expand. More companies are adopting green building practices, using eco-friendly materials, and implementing energy-saving solutions. It's vital for DKW to tackle its challenge of low brand awareness in this emerging market segment, especially as the global market for eco-construction materials grows rapidly due to the rising adoption of green building practices and escalating energy costs.

Addressing the challenge of brand awareness in the eco-friendly sector will bring various benefits to DKW. Firstly, achieving brand recognition in the eco-friendly sector will enable the DKW Group to secure a strong market position (Liu et al., 2020). From this position, DKW can increase sales, boost brand loyalty, and achieve organizational growth. Secondly, by differentiating their products with a focus on sustainability, the DKW Group can attract a wider range of clients who prioritize environmental responsibility (Liu et al., 2020). This will extend their market reach while also aligning the company with future regulatory trends likely favoring sustainable practices, enhancing long-term viability. Thirdly, establishing a reputation as a leader in eco-friendly solutions opens the door for strategic partnerships and collaborations with other sustainability-focused entities (Olawumi & Chan, 2018). These partnerships can lead to new avenues for innovation, access to new technologies, and increased credibility within the industry, further cementing DKW Group's role as a pioneer in the eco-friendly construction sector.