Utjecaj društveno odgovornog poslovanja u maloprodaji na ponašanje potrošača

master's thesis

• Title (english): The impact of corporate social responsibility business in retail on consumer behavior
• Author: Valentina Ivok
• Mentor: Kristina Petljak (mentor)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet ovog diplomskog rada je društveno odgovorno poslovanje u maloprodaji i njegov utjecaj na ponašanje potrošača. Kroz rad će se dati uvid u teoriju društveno odgovornog poslovanja s naglaskom na maloprodaju prehrambenih proizvoda, njegove povezanosti s marketingom maloprodajnog poduzeća i u konačnici utjecaja na ponašanje potrošača. Cilj rada je ispitati utjecaj društveno odgovornog poslovanja na ponašanje potrošača u maloprodaji, s naglaskom na maloprodaju prehrambenih proizvoda. Rad istražuje utjecaj percepcije društveno odgovornog poslovanja na stav i ponašanje potrošača u sektoru maloprodaje prehrambenih proizvoda. Istraživanje provedenom u ovom radu potvrđuje ranije nalaze o pozitivnoj povezanosti DOP-a na ponašanje potrošača u maloprodaji. Prema rezultatima, potrošačima je važno društveno odgovorno ponašanje maloprodajne prodavaonice u kojoj kupuju. Nalazi pružaju trgovcima na malo prikaz stavova potrošača o društveno odgovornom poslovanju.

Abstract (english)

The subject of this thesis is socially responsible business in retail and its impact on consumer behavior. The paper will give insight into the theory of socially responsible business with an emphasis on the retail sale of food products, its connection with the marketing of a retail company and, ultimately, its influence on consumer behavior. The aim of the paper is to examine the impact of socially responsible business on consumer behavior in retail, with an emphasis on retail food products. The paper investigates the impact of the perception of socially responsible business on the attitude and behavior of consumers in the food retail sector. The research carried out in this paper confirms earlier findings on the positive relationship of CSR to consumer behavior in retail. According to the results, socially responsible behavior of the retail store where they shop is important to consumers. The findings provide retailers with an overview of consumer attitudes about corporate social responsibility.

• Keywords: društveno odgovorno poslovanje; maloprodaja; ponašanje potrošača; marketing
• Keywords (english): corporate social responsibility; retail; consumer behavior; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:428599
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-26 10:52:00