Marketing kružnog gospodarstva u industriji recikliranja otpadnog papira

postgraduate specialist thesis

• Title (english): Circular economy in the wastepaper recycling industry
• Author: Dražen Dundović
• Mentor: Andrea Lučić (mentor)
• Committee member: Dubravka Sinčić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2025-02-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovoga rada bio je opisati ulogu marketinga kružnog gospodarstva u industriji prikupljanja otpadnog papira. U kružnom gospodarstvu, materijali koji se mogu reciklirati vraćaju se u gospodarstvo kao nove sirovine, čime se povećava sigurnost opskrbe. Sakupljeni otpadni papir je sirovina za proizvodnju novog papira. Tu se javljaju značajne uštede energije (50 % najmanje u odnosu na proizvodnju papira iz drveta, preko celuloze i drvenjače). Rad je analizirao kružno gospodarstvo, ulogu marketinga pri implementaciji kružnog gospodarstva i prednosti koje ono donosi. Recikliranje papira igra ključnu ulogu u kružnom gospodarstvu, konceptu koji promiče održivost i smanjenje otpada. Europska unija prepoznala je važnost kružnog gospodarstva. Kružno gospodarstvo predstavlja model koji vodi održivoj budućnosti jer potiče održivo gospodarenje resursima. Ovim modelom smanjuje se utjecaj na okoliš i osigurava se opskrba resursima. Kroz svoje akcijske planove i strategije, kružno gospodarstvo promiče obnavljanje materijala, produljivanje životnog vijeka proizvoda i recikliranje. Cilj kružnog gospodarstva je stvoriti i unaprijediti što je moguće manje štetan način upravljanja resursima. Za potrebe istraživanja ovoga rada korištene su metode analize i sinteze podataka, deskriptivna metoda te komparativna analiza. Primarni podaci prikupljeni su iz postojećih statistika i izvješća, dok je fokus na poduzeću DS Smith Unijapapir omogućio detaljan uvid u konkretne poslovne strategije i izazove. Istraživanje je dopunjeno sekundarnim podacima iz zakonodavnih i institucionalnih izvora, što je omogućilo sagledavanje šireg konteksta problema. Iz analize i obrade korištenih podataka moglo se zaključiti u kojoj je mjeri Republika Hrvatska ispunila te ciljeve. Rezultati su pokazali da Hrvatska godinama ne ostvaruje zacrtane ciljeve oporabe, ali da postoji napredak iz godine u godinu. Najveći problem je u nedovoljnoj informiranosti javnosti o prednostima kružne ekonomije. Drugi najveći nedostatak je manjak infrastrukture za povećanje sakupljanja vrijednih sekundarnih sirovina. Odvojeno sakupljanje “s kućnog praga“ još nije uspostavljeno na cijelom teritoriju Republike Hrvatske.

Abstract (english)

The aim of this paper was to describe the role of circular economy marketing in the waste paper collection industry. In a circular economy, recyclable materials are returned to the economy as new raw materials, thereby increasing supply security. Collected waste paper serves as raw material for the production of new paper. This process achieves significant energy savings (at least 50% compared to paper production from wood via cellulose and wood pulp). The paper analyzed the circular economy, the role of marketing in its implementation, and the benefits it provides. Paper recycling plays a key role in the circular economy, a concept that promotes sustainability and waste reduction. The European Union has recognized the importance of the circular economy. The circular economy represents a model that leads to a sustainable future by encouraging sustainable resource management. This model reduces environmental impact and ensures resource supply. Through its action plans and strategies, the circular economy promotes material recovery, extension of product lifecycles, and recycling. The goal of the circular economy is to create and improve the least harmful resource management practices possible. For the purposes of this study, methods of data analysis and synthesis, descriptive methodology, and comparative analysis were used. Primary data were collected from existing statistics and reports, while the focus on the company DS Smith Unijapapir provided detailed insights into specific business strategies and challenges. The research was supplemented with secondary data from legislative and institutional sources, which enabled a broader contextual understanding of the problem. The analysis and processing of the collected data allowed conclusions to be drawn about the extent to which the Republic of Croatia has achieved these goals. Results showed that Croatia has consistently failed to meet its set recovery targets over the years, but progress has been evident year by year. The biggest challenge lies in the insufficient public awareness of the benefits of the circular economy. The second major shortcoming is the lack of infrastructure to increase the collection of valuable secondary raw materials. Separate “door-to-door” collection has not yet been established across the entire territory of the Republic of Croatia.

• Keywords: recikliranje; otpadni papir; marketinške aktivnosti; kružno gospodarstvo
• Keywords (english): recycling; waste paper; marketing activities; circular economy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:527680
• Study programme: Title: /; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica poslovnog marketinga (specijalist/specijalistica poslovnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2025-02-18 17:22:01