Stavovi i cjenovna osjetljivost potrošača u kategoriji održivih modnih proizvoda

master's thesis

• Title (english): Consumer attitudes and price sensitivity in the category of sustainable fashion products
• Author: Stefanie Anna Vučković
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-01-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Održivi modni proizvodi odnose se na proizvode koji su proizvedeni uz minimalan utjecaj na okoliš i uz poštivanje etičkih standarda u cijelom lancu proizvodnje. Održivi modni proizvodi obuhvaćaju upotrebu ekološki prihvatljivih materijala, recikliranje, smanjenje otpada, etičku proizvodnju i poštene radne uvjete. Za potrebe ovog rada provedeno je istraživanje cjenovne osjetljivosti i stavova potrošača prema održivim modnim proizvodima kroz tri komponente. Kognitivna komponenta stava obuhvaća razmišljanja, znanje i svijest potrošača o održivosti u modnoj industriji. Afektivna komponenta stava odnosi se na emocije i osjećaje potrošača prema održivim modnim proizvodima. Bihevioralna komponenta stava objašnjava ponašanje potrošača u vezi s kupovinom održivih modnih proizvoda. Rezultati istraživanja pokazuju da potrošači imaju pozitivan stav prema održivim modnim proizvodima, prepoznajući njihovu važnost za okoliš i društvo. Međutim, potrošači su također cjenovno osjetljiviji, s obzirom na veću cijenu takvih proizvoda u usporedbi s konvencionalnim modnim proizvodima. Dobiveni rezultati imaju moguće implikacije za modnu industriju i marketinške strategije. Razumijevanje stavova i cjenovne osjetljivosti potrošača omogućava proizvođačima i trgovcima da prilagode ponudu održivih modnih proizvoda i komuniciraju vrijednost održivosti na način koji će privući potrošače. Rezultati provedenog istraživanja također mogu poslužiti kao smjernice za razvoj održivih poslovnih modela i poticanje potrošača na promjenu svojih navika prema održivoj potrošnji.

Abstract (english)

Sustainable fashion products refer to products that are produced with minimal impact on the environment and with respect to ethical standards throughout the production chain. Sustainable fashion products include the use of environmentally friendly materials, recycling, waste reduction, ethical production and fair working conditions. In this paper, a study of price sensitivity and consumer attitudes towards sustainable fashion products was conducted through three attitude components. The cognitive component of an attitude includes the thoughts, knowledge and awareness of consumers about sustainability in the fashion industry. The affective component of an attitude covers the emotions and feelings of consumers towards sustainable fashion products. The behavioral component of an attitude describes consumer behavior regarding the purchase of sustainable fashion products. The research results show that consumers have a positive attitude towards sustainable fashion products, recognizing their importance for the environment and society. However, consumers are also more price sensitive, given the higher cost of such products compared to conventional alternatives. The obtained results have potential implications for the fashion industry and marketing strategies. Understanding consumer attitudes and price sensitivity enables manufacturers and retailers to adapt sustainable fashion product offerings and communicate the value of sustainability in a way that will attract consumers. The results can also serve as guidelines for developing sustainable business models and encouraging consumers to change their habits towards sustainable consumption.

• Keywords: stavovi potrošača; cjenovna osjetljivost potrošača; održivi modni proizvodi
• Keywords (english): consumer attitudes; price sensitivity; sustainable fashion products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:742786
• 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: Access restricted to students and staff of home institution
• Created on: 2024-01-23 14:16:56