Percepcija potrošača o društveno odgovornom poslovanju u maloprodaji prehrambenih proizvoda

graduate thesis

• Title (english): Consumer perception on socially responsible business in food retail
• Author: Hrvoje Bartol
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Soucie (član povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društveno odgovorno poslovanje (DOP) u maloprodaji prehrambenih proizvoda postaje sve važnije u kontekstu povećane društvene osviještenosti. DOP uključuje integraciju ekonomskih, socijalnih i ekoloških faktora u poslovanje, kao što su ekonomski aspekti, odnosi s kupcima, poštene prakse, radni uvjeti i zaštita okoliša. Cilj rada je analizirati stavove, preferencije i ponašanje potrošača s naglaskom na etičke prakse, ekološku održivost i komercijalne izazove. Poduzeća trebaju balansirati između etičkih ciljeva i tržišnih realnosti kako bi zadovoljila rastuće zahtjeve potrošača za održivim praksama, ali i osigurala svoju profitabilnost. U radu je provedeno empirijsko istraživanje koje analizira percepciju potrošača o društveno odgovornom poslovanju u maloprodaji prehrambenih proizvoda. Rezultati pokazuju da društveno odgovorno poslovanje u maloprodaji prehrambenih proizvoda postaje sve važnije zbog rastućih zahtjeva potrošača za etičkim i održivim praksama. Istraživanje pokazuje da potrošači cijene brigu o kupcima, pošteno plaćanje radnika i nediskriminaciju, ali ekološki standardi i etičke prakse nisu uvijek presudni faktori u kupovnim odlukama. Iako su potrošači spremni platiti više za proizvode od trgovaca za koje smatraju da primjenjuju poštene prakse, cijena i kvaliteta proizvoda ostaju ključni.

Abstract (english)

Corporate social responsibility (CSR) in food retail is becoming increasingly important in the context of increased social awareness. CSR involves the integration of economic, social and environmental factors into business, such as economic aspects, customer relations, fair practices, working conditions and environmental protection. The aim of the paper is to analyze the attitudes, preferences and behavior of consumers with an emphasis on ethical practices, environmental sustainability and relations with customers. Companies need to balance between ethical goals and market realities in order to meet the growing demands of consumers for sustainable practices, but also to ensure their profitability. Empirical research was conducted in the paper, which analyzes consumers' perception of socially responsible business operations in the retailing of food products. The results show that CSR in food retail is becoming increasingly important due to growing consumer demands for ethical and sustainable practices. Research shows that consumers value customer care, fair pay for workers and non-discrimination, but environmental standards and ethical practices are not always decisive factors in purchasing decisions. Although consumers are willing to pay more for products from retailers, they perceive to apply fair practices, price and product quality remain key.

• Keywords: društveno odgovorno poslovanje; maloprodaja; trgovačke prakse; prehrambeni proizvodi
• Keywords (english): corporate social responsibility; retail; retail practices; food products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:007372
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-09-17 17:55:26