Održivost kao dio marketinške strategije luksuznih proizvoda

master's thesis

• Title (english): Sustainability as part of the marketing strategy of luxury products
• Author: Ana Pismarović
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Andrea Lučić (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-06-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet ovog diplomskog rada je bila analiza održivog poslovanja i njegovog korištenja u
segmentu luksuznih poduzeća te se kao osnovni cilj nastojalo prikazati važnost održivog
poslovanja u ovom gospodarskom segmentu, koji kontinuirano dobiva na značaju. Kako bi
se ostvario cilj diplomskog rada, uz analizu sekundarnih izvora podataka, provedeno je
istraživanje percepcije mladih generacija o luksuznim i održivim proizvodima. U
istraživanju je sudjelovala 281 osoba, a pitanja su bila vezana uz održive potrošačke navike,
luksuzne proizvode te aktivnosti društveno odgovornog poslovanja koje proizvode poduzeća
koja nude luksuzne proizvode. Rezultati istraživanja ukazuju na to da održivo poslovanje
ima utjecaja na donošenje potrošačkih odluka osoba koje kupuju luksuzne proizvode. Iako
ne u potpunosti, potrošači smatraju da je održivo poslovanje važno. Uz to, bitno saznanje
istraživanja govori da su najvažnije karakteristike na temelju kojih potrošači kupuju
luksuzne proizvode ljepota i dizajn, kvaliteta materijala i ispunjenje vlastitog zadovoljstva.

Abstract (english)

The subject of this thesis was the analysis of sustainable business and its use in the segment
of luxury companies, and the main goal was to show the importance of sustainable business
in this economic segment, which is continuously gaining importance. In order to achieve the
goal of the thesis, along with the analysis of secondary data sources, research on the
perception of the young generation about luxury and sustainable products was conducted.
The research was carried out on a sample of 281 people, and the questions were related to
sustainable consumer habits, luxury products, and socially responsible business activities
produced by companies that offer luxury products. The results of the research indicate that
sustainable business has an impact on the consumer decision-making of respondents who
buy luxury products. Although not entirely, consumers consider sustainable business to be
important. In addition, the important findings of the research show that the most important
characteristics based on which consumers buy luxury products are their beauty and design,
quality of materials, and fulfilment of personal satisfaction.

• Keywords: održivo poslovanje; luksuzni proizvodi; održive potrošačke navike; društveno odgovorno poslovanje
• Keywords (english): sustainable business; luxury products; sustainable consumer habits; corporate social responsibility
• Language: croatian
• URN:NBN: urn:nbn:hr:148:447471
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2023-06-18 14:35:11