Socio-Cognitive Dynamics in Sustainable Water Product Markets: Insights from Korea’s Bottled and Purified Water Industries

This research examines the dynamic interplay between producers and consumers in Korea’s bottled water market and water purifier market through a socio-cognitive dynamics lens. It explores how environmental concerns, legal frameworks, and media events shape evolving conceptual systems and product meanings regarding water. Using qualitative data from 69 stakeholders (producers, consumers, and experts), the study finds that distrust in tap water and heightened health awareness spurred different product perceptions – from “pure” bottled water to high-tech “functional” purification services. These shifts drove innovation across markets, including new technologies, service models, and branding strategies. Key findings indicate that regulatory limits initially constrained the growth of the bottled water market, but sustainability-driven innovations eventually revitalized it. In contrast, the water purifier sector rapidly expanded through service innovation and consumer education. The co-evolution of product meaning and stakeholder behavior underscores the importance of adaptive socio-cognitive strategies in sustainable water management. Overall, the study demonstrates how socio-cognitive dynamics can inform market development and guide policy and industry innovation to promote sustainable water use.