Percepcija potrošača o društevno odgovornom poslovanju maloprodavača dječje odjeće

master's thesis

• Title (english): Consumer perception of the socially responsible business of children's clothing retailers
• Author: Ante Soža
• Mentor: Sanda Soucie (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-02-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Maloprodajna poduzeća kojima je primarna djelatnost prodaja dječje odjeće i koja primjenjuju društveno odgovorno poslovanje, pridonose održivom razvoju te se time ostvaruje pozitivan utjecaj na društvo, okoliš i poslovnu zajednicu .Društveno odgovorno poslovanje, stoga je koncept u kojem poduzeća integriraju kulturno-etičke standarde u svoje poslovanje, naglašavajući pritom filantropsku dimenziju, ali i brigu o okolišu te ljudski kapital kao temeljni dio svojeg poslovanja. Cilj rada bio je istražiti percepciju potrošača o društveno odgovornom poslovanju maloprodavača dječje odjeće te saznati u kojoj mjeri su upoznati s pojmom društveno odgovornog ponašanja, kao i jesu li sami kupci društveno odgovorne osobe te u konačnici pokušati shvatiti na koji način razmišljaju i ponašaju se prilikom kupovine dječjih odjevnih predmeta. Istraživanje je pokazalo kako je većina ispitanika svjesna i upoznata s pojmom društveno odgovornog ponašanja, no unatoč rastućoj važnosti tog pojma, tako se ne ponašaju. U radu se, dakle, opisuju specifičnosti društveno odgovornog poslovanja u maloprodaji dječjeg tekstila u Hrvatskoj te se analizira njihov utjecaj na stavove i ponašanje potrošača pri kupnji dječje odjeće. Provedenim anketnim istraživanjem utvrđeno je da većina potrošača u Hrvatskoj prilikom kupovine dječje odjeće ne razmatra društveno-odgovorne aktivnosti tekstilne industrije te da je stupanj nepovjerenja prema motivima društveno odgovornoga poslovanja još uvijek relativno visok. Međutim, istraživanje je također ukazalo na trend osjetljivosti potrošača na društveno odgovorne aktivnosti usmjerene prema održivom razvoju te na inicijative koje imaju za cilj zaštitu djece i mladih.

Abstract (english)

Retail companies whose primary activity is the sale of children's clothing and which apply socially responsible business, contribute to sustainable development and thereby achieve positive.. Socially responsible business is, therefore, a concept in which companies integrate cultural and ethical standards into their business, emphasizing the philanthropic dimension, but also care for the environment and human capital as a fundamental part of their business. The main object of the work was to investigate consumers' perception of the socially responsible business of retailers of children's clothing and to find out to what extent they are familiar with the concept of socially responsible behavior, as well as whether the customers themselves are socially responsible persons, and ultimately to try to understand how they think and behave when shopping children's clothing. The research showed that most respondents are aware and familiar with the concept of socially responsible behavior, but despite the growing importance of this concept, they do not behave in this way. The paper, therefore, describes the specifics of socially responsible business in the retail of children's textiles in Croatia and analyzes their influence on the attitudes and behavior of consumers when purchasing children's clothing. The conducted survey found that the majority of consumers in Croatia do not consider the socially responsible activities of the textile industry when purchasing children's clothing, and that the degree of mistrust towards the motives of socially responsible business is still relatively high. However, the research also pointed to the trend of consumer sensitivity to socially responsible activities aimed at sustainable development and to initiatives aimed at protecting children and young people.

• Keywords: društveno odgovorno poslovanje; dječja odjeća; ponašanje trgovaca dječjom odjećom; ponašanje potrošača
• Keywords (english): corporate social responsibility; children’ clothing; children's clothing retailers behaviour; consumer behaviour
• Language: croatian
• URN:NBN: urn:nbn:hr:148:297112
• 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: 2024-03-05 16:58:25