Načini raspolaganja odjećom i ekološka osviještenost potrošača pripadnika generacije Y

master's thesis

• Title (english): Generation Y consumers' clothing disposal behavior and ecological awareness
• Author: Ivana Janjac
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Na koji način potrošač raspolaže iskorištenim proizvodom ili onim kojeg je odlučio odbaciti u poslijekupovnoj fazi, preciznije u fazi odlaganja, zaokružuje cjelinu ponašanja potrošača. S obzirom da u ovoj fazi proizvod više nije pogodan ili poželjan za upotrebu, isti se može promatrati kao otpad koji, ukoliko se ne raspolaže odgovorno s njim, ostavlja negativne posljedice za društvo i okoliš. Tekstilna industrija danas je najglobaliziranija industrija na svijetu koja intenzivnim marketinškim aktivnostima potiče stalne potrošačke aktivnosti, a za sobom ostavlja rastući problem tekstilnog otpada koji dovodi u pitanje održiv razvoj za buduće generacije. Stoga je za potrebe ovog diplomskog rada istraženo raspolažu li potrošači pripadnici generacije Y temeljnim znanjem o ekološkom onečišćenju koje je posljedica tekstilne industrije, njihove stavove prema okolišu, njihov dominantan način raspolaganja odjećom nakon upotrebe te motive koji stoje iza njihovih odluka o raspolaganju u poslijekupovnoj fazi. Uzorak ispitanika činilo je 174 pripadnika generacije Y, potrošača rođenih u razdoblju od 1981. do 1996. godine. Rezultati anketnog istraživanja pokazuju da potrošači pripadnici generacije Y u prosjeku posjeduju temeljno znanje o onečišćenju okoliša, imaju neutralne stavove prema okolišu, a njihovo ekološki odgovorno ponašanje, vezano uz raspolaganje odjećom,najviše je potaknuto altruističkim motivima, odnosno potrebom za ''dobrim osjećajem''. Iako se ponašaju ekološki odgovorno, njihovo ponašanje je potaknuto drugim, a ne ekološkim motivima, jer značajan dio potrošača ne vjeruje da će njihovi napori oko recikliranja odjeće imati značajnog učinka. Rezultati ovog istraživanja mogu pridonijeti planiranju poslovnih politika poduzeća u okviru tekstilne industrije i javnih politika pri implementiranju sustava održivog razvoja kojim bi se poticalo potrošačko ponašanje koje istovremeno ima pozitivan utjecaj na društvo i okoliš.

Abstract (english)

How the consumer disposes of used products or those he has decided to reject in the post-purchase phase, completes the insight of this part of consumer behavior. Since the product is no longer suitable or desirable for use at this stage, it can also be defined as waste that, if not responsibly disposed of, leaves behind negative consequences for society and the environment. Today, the textile industry is the most globalized industry in the world, which encourages constant consumer activities through intensive marketing activities, leaving behind a growing problem of textile waste that calls into question sustainable development for future generations. Therefore, for the purposes of this thesis, it has been researched basic knowledge about environmental pollution resulting from the textile industry among consumers of Generation Y, their attitudes towards the environment, their dominant way of clothing disposal, and the motives behind those decisions in the post-purchase phase. The research was conducted on a sample of 174 participants of Generation Y, consumers born in the period from 1981 to 1996. The survey results show that Generation Y consumers have a basic knowledge of environmental pollution, have neutral attitudes towards the environment, and their environmentally responsible behavior regarding the disposal of clothing is mostly driven by altruistic motives, i.e. the need for "good feeling". Although they behave environmentally responsibly, their behavior is driven by motives other than environmental ones, as a significant proportion of consumers do not believe that their clothing recycling efforts will have a significant impact. The results of this research can contribute to the planning of business policies of companies within the textile industry and governing institutions' public policies in implementing a sustainable development system that encourages consumer behavior that simultaneously has a positive impact on society and the environment.

• Keywords: ekološka osviještenost; generacija Y; poslijekupovna faza; raspolaganje proizvodom; tekstilna industrija
• Keywords (english): environmental awareness; generation Y; post-purchase phase; product disposal; textile industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:945092
• 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: Access restricted to authenticated users
• Created on: 2022-10-05 09:38:54