Utjecaj stavova i skepticizma na formiranje namjere kupovine zelenih proizvoda u kasnih adolescenata

master's thesis

• Title (english): The impact of attitudes and skepticism on the formation of intention to purchase green products in late adolescents
• Author: Petra Sabljić
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom diplomskom radu obrađuje se tema stavova i skepticizma kasnih adolescenata pri kupnji zelenih proizvoda, a cilj je istražiti namjeru kupovine, stavove i skepticizam u kasnih adolescenata, odnosno osoba mlade odrasle dobi, prema zelenim proizvodima.

U sklopu rada provedeno je kvantitativno (opisno) istraživanje koje je obuhvatilo 160 osoba između 18 i 24 godina, a kao instrument istraživanja korišten je anketni upitnik te su na kraju, uz pomoć grafičkih prikaza i tablica, interpretirani dobiveni rezultati.

Abstract (english)

This thesis explores the topic of attitudes and skepticism of late adolescents when purchasing green products, the goal is to explore the intention of purchasing, attitudes, and skepticism among late adolescents, or young adults, towards green products.
The first part conceptually defines green marketing and describes its importance. It also defines green products, including their positioning, green brands, green packaging, and eco-labels. Furthermore, the factors influencing the purchase of green products are outlined, and green consumers are conceptually defined and segmented.

• Keywords: skepticizam; kasni adolescenti; zeleni proizvodi; marketing; Hrvatska
• Keywords (english): skepticism; late adolescents; green products; purchase intention; marketing; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:186555
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-21 14:48:51