ULOGA DRUŠTVENE ODGOVORNOSTI PODUZEĆA U PONAŠANJU POTROŠAČA U TELEKOMUNIKACIJSKOJ INDUSTRIJI

master's thesis

• Title (english): THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER BEHAVIOR IN THE TELECOMMUNICATIONS INDUSTRY
• Author: Lucija Tičarić
• Mentor: Mislav Ante Omazić (mentor); MBZ: 246615
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Mario Spremić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

U svijetu koji se preko noći mijenja i gdje je jedan od imperativa biti konkurentan, poduzeća su se počela okretati društvenoj odgovornosti kao odgovoru na izazove suvremenog poslovanja te onoga što potrošači stvarno žele i očekuju. S obzirom na popularnost kakvu je zadobila posljednjih godina, područje i tematika diplomskog rada je društvena odgovornost i ponašanje potrošača u telekomunikacijskoj industriji te razmatraju li potrošači društvenu odgovornost prilikom odabira i kupnje proizvoda.... More Pitanja na koje se htjelo dobiti odgovore su: u kojoj mjeri potrošači percipiraju telekomunikacijsku industriju kao društveno odgovornu, kroz koje dimenzije potrošači najčešće promatraju društvenu odgovornost te razumijevanje ispitanika o pojmu društvene odgovornosti. U sklopu rada napravljeno je i istraživanje uz pomoću online anketnog upitnika na prigodnom uzorku od 154 ispitanika. Rezultati istraživanja su pokazali, iako su ispitanici čuli za pojam društvene odgovornosti, svega 1/3 ispitanika zna navesti i primjer istoga. Ispitanici najčešće zaštitu okoliša i zbrinjavanje otpada percipiraju kao društveno odgovorno ponašanje, a velika većina smatra da ili operatori ne posluju društveno odgovorno ili nisu sigurni u njihovo poslovanje i napore oko društvene odgovornosti. Međutim ispitanici shvaćaju bitnost implementacije društvene odgovornosti u poslovanje jer uspješnost, ugled pa čak i poželjnost poslodavca ovisi o društvenoj odgovornosti. Istraživanje je pokazalo da ispitanici nisu razmatrali je li poduzeće društveno odgovorno ili ne prilikom kupnje proizvoda/usluga, ali postoji potencijal da bi u budućnosti mogli. Istovremeno, smatraju da je u redu naplatiti skuplje proizvod/uslugu koja je društveno odgovorno proizvedena ali nisu spremni izdvojiti više od 100 kn za takav proizvod. Less

Abstract (english)

In a world that is changing overnight and where one of the imperative is to be competitive, companies have begun to turn to social responsibility in response to the challenges of modern business and what consumers really want and expect. Given the popularity it has gained in recent years, the area and topic of the thesis is social responsibility and consumer behavior in the telecommunications industry, and whether consumers consider social responsibility when choosing and buying products.... More The questions that needed to be answered were: to what extent consumers perceive the telecommunications industry as socially responsible, through which dimensions consumers most often observe social responsibility and the respondents' understanding of the concept of social responsibility. As part of the thesis, a survey was conducted with the help of an online survey questionnaire on a sample of 154 respondents. The results of the research showed that although the respondents heard about the concept of social responsibility, only 1/3 of the respondents know how to give an example of the same. Respondents most often perceive environmental protection and waste management as socially responsible behavior, and the vast majority believe that either operators do not operate socially responsibly or are unsure of their business and social responsibility efforts. However, respondents understand the importance of implementing social responsibility in business because success, reputation and even the desirability of the employer depend on social responsibility. The research showed that the respondents did not consider whether the company is socially responsible or not when buying products / services, but there is a potential that they could in the future. At the same time, they believe that it is okay to charge more a product or a service that is socially responsibly produced, but they are not willing to set aside more than 100 kn for such a product. Less

• Keywords: Društvena odgovornost; društveno odgovorno poslovanje; ponašanje potrošača; telekomunikacijska industrija
• Keywords (english): Social responsibility; socially responsible business; consumer behavior; telecommunications industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:928246
• 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: 2021-10-03 07:13:12