Percepcija inicijativa društveno odgovornog poslovanja duhanske industrije među studentima u Republici Hrvatskoj

master's thesis

• Title (english): Perception of tobacco industry corporate social responsibility initiatives among student population in Croatia
• Author: Ivana Miloš
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Rebeka Danijela Vlahov (predsjednik povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Committee member: Sanda Rašić Jelavić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Unatoč činjenici da je tijekom 20. stoljeća preko 100 milijuna ljudi umrlo zbog bolesti uzrokovanih duhanskim dimom, u Republici Hrvatskoj prema nekim istraživanjima i dalje puši gotovo trećina stanovništva. Posljednjih godina, Svjetska zdravstvena organizacija provodi agresivnu kampanju za smanjenje udjela pušača u svijetu, tretirajući pušenje kao epidemijsku pojavu koja zahtjeva međunarodno djelovanje. U sklopu te kampanje brojne vladine i nevladine organizacije provode niz mjera usmjerenih prvenstveno na prikazivanje štetnosti duhanskih proizvoda po zdravlje te na poskupljenje duhanskih proizvoda kroz razne poreze i dodatne trošarine. Osim toga, Svjetska zdravstvena organizacija ulaže velike napore i u izravnu borbu za smanjenje utjecaja i reputacije poduzeća duhanske industrije, pokušavajući ih prikazati kao dionike koji su u velikoj mjeri doprinijeli „epidemijskim“ razmjerima pušenja i koji bi morali snositi dio odgovornosti za štetu koju su duhanski proizvodi nanijeli društvu u cjelini. S druge strane, u situaciji u kojoj im je gotovo u potpunosti uskraćen pristup medijskom prostoru zabranom reklamnih kampanja, poduzeća duhanske industrije okreću se inicijativama društveno odgovornog poslovanja kao jednom od najsnažnijih preostalih alata za popravljanje reputacije u društvu. Društveno odgovorne inicijative uključuju razne oblike djelovanja korisne za društvo, a mogu se podijeliti na društveno odgovorne inicijative vezane uz pušenje, poput primjerice reklamnih kampanja usmjerenih na poticanje na prestanak pušenja i na društveno odgovorne inicijative nevezane uz pušenje poput primjerice pomaganja ugroženim skupinama i područjima u svijetu. Ipak, zbog činjenice da se radi o duhanskoj industriji, takve inicijative često izazivaju podijeljene reakcije, prvenstveno zbog nepovjerenja ostalih dionika društva u iskrenost takvih inicijativa, a posebice kada se radi o inicijativama vezanim uz pušenje. U ovom radu ispitan je utjecaj inicijativa društveno odgovornog poslovanja vezanih i nevezanih uz pušenje poduzeća Philip Morris na stav studenata Sveučilišta u Zagrebu. Rezultati istraživanja pokazuju da je stav o društvenoj odgovornosti poduzeća važan čimbenik u općenitom stavu prema poduzeću koji se ogleda u spremnosti na investiranje, želji za radom u poduzeću te u reputaciji poduzeća u društvu. Također, pokazalo se da su inicijative društveno odgovornog poslovanja nevezane uz pušenje znatno efikasniji alat za popravljanje stava o društvenoj odgovornosti poduzeća od inicijativa vezanih uz pušenje.

Abstract (english)

Despite the fact that tobacco smoke is considered to be the cause of death of over 100 million people in the world during the 20th century, almost third of the population in the Republic of Croatia still smoke. Recently, the World Health Organization is leading the aggressive campaign aimed to reduce the smoking prevalence, treating smoking as an epidemic, requiring international efforts. The campaign includes the wide range of measures taken by both governmental and non-governmental organizations, that are mainly directed towards spreading the information about the medical harms of smoking and increasing the cost of smoking by introducing higher taxes for tobacco products. Also, the World Health Organization is investing a lot of efforts to directly reduce the influence and reputation of the companies in the tobacco industry, by presenting them as important stakeholders in causing the “epidemic” spread of the smoking, that should take responsibility for the harm of the smoking to the society. On the other hand, in the situation of the reduced access to the mainstream media by the ban of the tobacco related advertisement, the tobacco industry companies turn to the corporate social responsibility initiatives, as one of the most powerful remaining tools for improving reputation in the society. The corporate social responsibility initiatives include various forms of activities that are useful for the society in general, and can be subdivided in the tobacco related initiatives, such as the smoking prevention campaigns, and tobacco unrelated initiatives, such as the initiatives aimed at helping communities in need. However, because the campaigns are being run by tobacco industry companies, the reactions of the public are divided, mainly because of the skepticism about sincerity of those initiatives and that especially refers to the tobacco related initiatives. In this thesis, the attitude of the University of Zagreb students towards the tobacco related and unrelated corporate social responsibility initiatives of Philip Morris is investigated. The results of the experiment suggest that the attitude about corporate social responsibility of the company is the important factor in the overall attitude towards the company, reflected in the willingness to invest in the company, to work for the company and in the reputation of the company in the society. The results also suggest that the tobacco unrelated corporate social responsibility initiatives present a much more efficient tool to improve the attitude towards corporate social responsibility of the company than the tobacco related initiatives.

• Keywords: društveno odgovorno poslovanje; duhanska industrija; kontroverzna industrija.
• Keywords (english): corporate social responsibility; tobacco industry; controversial industries
• Language: croatian
• URN:NBN: urn:nbn:hr:148:650335
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-23 12:19:04