UTJECAJ MARKETINGA NA TRENDOVE U POTROŠNJI EKOLOŠKIH PROIZVODA

master's thesis

• Title (english): THE INFLUENCE OF MARKETING ON TRENDS IN THE CONSUMPTION OF ORGANIC PRODUCTS
• Author: Patricia Ramljak
• Mentor: Ramona Franjić (mentor); MBZ: 215824
• Committee member: Tomislav Gelo (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Macroeconomics and Economic Development); Zagreb
• Defense date and country: 2022-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Macroeconomics

Abstract

Potrošači danas sve više žele koristiti i kupovati ekološke proizvode, koji po svojim svojstvima ali i načinu uzgoja, povoljnije utječu na okoliš i zdravlje. Stoga, mnogi se danas orijentiraju na prijelaz s kvantitete na kvalitetu, čak neovisno o tome što su eko-proizvodi uglavnom nešto skuplji u odnosu na one konvencionalne. Takvi potrošači, nazivaju se danas zelenim potrošačima, a „zeleno“ je asocijacija na čisto i ekološko. Oni imaju veći stupanj društvene odgovornosti, pa se poduzeća sve češće moraju prilagoditi njihovim zahtjevima. Stoga, predmet ovog rada je objašnjenje eko-proizvoda i usporedba cijena takvih proizvoda s cijenama konvencionalnih proizvoda. Cilj istraživanja je bio saznati biraju li potrošači ovakve proizvode radi njihovih prednosti i jesu li više ekološki osviješteni, ili ih biraju samo da bi bili u korak s trendovima.

Abstract (english)

Today, consumers increasingly want to use and buy eco-friendly products, which, due to their properties and the method of cultivation, have more favourable impact on the environment and health. Therefore, many today are oriented towards the transition from quantity to quality, even though eco-products are generally more expensive than conventional ones. Such consumers are called green consumers today, and green is an association with clean and ecological. They have a higher degree of social responsibility, so companies increasingly have to adapt to their requirements. Therefore, the subject of this paper is to explain eco-products and compare the prices of such products with the prices of conventional products. The objective of the research was to find out whether consumers choose such products for their benefits and are more environmentally conscious, or choose them just to keep up with trends.

• Keywords: društveno odgovorno poslovanje; zeleni marketing; ekološki proizvodi; zeleni potrošači
• Keywords (english): corporate social responsibility; green marketing; organic products; green consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:009181
• Study programme: Title: Economics of energy and environment; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica ekonomije (stručni/a specijalist/specijalistica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-15 16:31:41