Percipirane koristi u kupnji zelenih proizvoda među generacijom Z

master's thesis

• Title (english): Perceived Benefits in the Purchase of Green Products among Generation Z
• Author: Maja Sladović
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Tanja Komarac (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražuje percipirane koristi pri kupnji zelenih proizvoda široke potrošnje među generacijom Z u Hrvatskoj. Rad pritom za glavni cilj ima prepoznati i analizirati koje su percipirane koristi prisutne, tj. dominantne. Korištenjem sekundarnih izvora podataka, pruža se teorijski okvir percipiranih koristi, zelenih proizvoda i generacije Z te se također prepoznaju najčešće vrste percipiranih koristi u kontekstu zelenih koristi. Te percipirane koristi testiraju se potom kroz 18 tvrdnji i 2 pitanja u obliku online anketnog istraživanja provedenog na uzorku od 103 ispitanika. Rezultati istraživanja dovode do zaključka da su generaciji Z u usporedbi s drugim vrstama percipiranih koristi, najvažnije funkcionalne koristi, i to najčešće pri kupnji zelenih prehrambenih proizvoda.

Abstract (english)

This master's thesis explores perceived benefits in the purchase of green consumer goods among Generation Z in Croatia. The main objective of the thesis is to identify and analyze the prevalent, i.e. dominant, perceived benefits. Utilizing secondary data sources, it provides a theoretical framework of perceived benefits, green products, and Generation Z, and also identifies the most common types of perceived benefits within the context of green products. These perceived benefits are then tested through 18 statements and 2 questions in the form of an online survey conducted on a sample of 103 respondents. The research results lead to the conclusion that for Generation Z, compared to other types of perceived benefits, functional benefits are the most important, particularly when purchasing green food products.

• Keywords: percipirane koristi; zeleni proizvodi; generacija Z; ponašanje potrošača
• Keywords (english): perceived benefits; green products; Generation Z; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:438279
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-02 20:15:11