Marketing ekoloških prehrambenih proizvoda

master's thesis

• Title (english): Marketing of ecological food products
• Author: Matea Matanovac
• Mentor: Ramona Franić (mentor)
• Committee member: Tomislav Gelo (predsjednik povjerenstva)
• Committee member: Jurica Šimurina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Macroeconomics and Economic Development); Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Macroeconomics

Abstract

Poljoprivreda se može definirati kao najstarija gospodarska djelatnost koja za zadaću ima proizvodnju hrane za ljudsku prehranu, stočne hrane i sirovina za energetiku. Konvencionalna poljoprivreda postala je sve učinkovitija, kapitalno intenzivnija i tehnički inovativnija u drugoj polovici 20. stoljeća. Kao rezultat toga, sve više i više se upotrebljavalo mineralno gnojivo i zaštitna sredstva kako bi se osigurali veći prinosi i što bolja otpornost hrane na razne bolesti i štetočine, osiguravajući tako sigurniju proizvodnju i veću dobit. S vremenom je ovakav način proizvodnje doveo do onečišćenja okoliša i same hrane, a posljednja tri desetljeća bilježi se trend održivijeg pristupa i ekološkog uzgoja. Jedna od mnogih definicija ekološke poljoprivrede kaže da je to sustav upravljanja poljoprivrednom proizvodnjom koji promiče biološku raznolikost, zaštitu ekosustava i prirodnu aktivnost tla. Takav sustav primarno je usmjeren na smanjenje inputa u proizvodnji, posebice nepoljoprivrednih inputa. Marketing u poljoprivredi obuhvaća sve aktivnosti koje pridaju vrijednost poljoprivrednim proizvodima, od poljoprivredne proizvodnje do krajnjeg potrošača. Posljednjih godina suvremeni potrošači postali su svjesniji važnosti ekoloških proizvoda u zaštiti i očuvanju vlastitog zdravlja i okoliša, što je dovelo do povećane potrošnje ekoloških proizvoda i razvoja samog tržišta ekoloških proizvoda. Proizvođači se prilagođavaju kako tržište razvija svoju punu snagu. Cilj ovog istraživanja je pokazati kako marketing pridonosi širenju ekoloških prehrambenih proizvoda. Bez marketinga razvoj ekološke poljoprivrede u svijetu ne bi bio moguć.

Abstract (english)

Agriculture can be defined as the oldest economic activity whose task is the production of food for human consumption, animal feed and raw materials for energy. Conventional agriculture became increasingly efficient, capital intensive and technically innovative in the second half of the 20th century. As a result, mineral fertilizers and protective agents were used more and more to ensure higher yields and better food resistance to various diseases and pests, thus ensuring safe production and higher profits. Over time, this method of production led to the pollution of the environment and the food itself, and the last three decades have seen a trend towards a more sustainable approach and organic farming. One of the many definitions of organic agriculture says that it is a system of agricultural production management that enables biological diversity, ecosystem protection and natural soil activity. Such a system is primarily aimed at reducing inputs in production, especially unfavorable inputs. Marketing in agriculture encompasses all activities that add value to agricultural products, from agricultural production to the end consumer. In recent years, modern consumers have become aware of the importance of ecological products in protecting and preserving their own health and the environment, which has led to increased consumption of ecological products and the development of the ecological products market itself. Manufacturers adapt as the market develops its full strength. The goal of this research is to show how marketing contributes to the spread of organic food products. Without marketing, the development of ecological agriculture in the world would not be possible.

• Keywords: poljoprivreda; ekološka poljoprivreda; ekološka prehrana; ekološki marketing; marketing hrane; marketing u poljoprivredi
• Keywords (english): agriculture; ecological agriculture; ecological nutrition; ecological marketing; food marketing; marketing in agriculture
• Language: croatian
• URN:NBN: urn:nbn:hr:148:879923
• 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 students and staff of home institution
• Created on: 2022-10-02 11:21:39