Stavovi, percipirane koristi i percipirani rizici kao odrednice namjere kupnje rabljene odjeće

master's thesis

• Title (english): Attitudes, perceived benefits and perceived risks as determinants of intent to purchase second-hand clothes
• Author: Ivona Cirimotić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-12-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sve značajniji utjecaj na potrošača ima rabljena odjeća, no postavlja se pitanje u kojoj mjeri se potrošači odlučuju na kupnju rabljene odjeće. Poznato je da su kupci pokretači rasta industrije rabljene odjeće, no postavlja se pitanje na koji način oni zapravo percipiraju koristi i rizike kupnje rabljene odjeće te kakav im je stav o rabljenoj odjeći. Upravo se stručni doprinos ovog
rada ogleda u spoznajama koje su povezane sa stavovima, percipiranim koristima i rizicima te kakva je namjera kupnje navedene kategorije proizvoda. Rad se sastoji od teorijskog okvira i dijela koji prikazuje rezultate provedenog istraživanja. Za potrebe izrade diplomskog rada provedeno je anketno istraživanje na prigodnom uzorku od 112 ispitanika. Istraživanje nije uključivalo samo ispitanike koji su ranije kupovali rabljenu odjeću, nego i one koji to do sada nisu činili. Rezultati provedenog anketnog istraživanja pokazuju da većina ispitanika do sada nije kupovala rabljenu odjeću, ali da imaju pozitivan stav o kupnji rabljene odjeće. Iako do sada nisu kupovali rabljenu odjeću, u budućnosti planiraju barem jedanput kupiti rabljenu odjeću jer u velikoj mjeri percipiraju sve koristi koje donosi kupnja rabljene odjeće. Prema rezultatima istraživanja, ispitanici dominantnije percipiraju financijske i zelene koristi kada je promatrana proizvodna kategoriju u pitanju. Također, provedbom istraživanja uočeno je da ispitanici imaju izraženiju percepciju funkcionalnog i financijskog rizika kada se radi o kvaliteti i izvanrednim financijskim troškovima. Ostali kupovni rizici nisu izražajnije percipirani od strane ispitanika, a ujedno ne predstavljaju značajnu prepreku za kupnju rabljene odjeće. Ispitanici su zaključno potvrdili da u budućnosti planiraju kupnju rabljene odjeće.

Abstract (english)

Secondhand clothes impact on consumers is increasingly significant, but the question surfaces of how common it is for consumers to decide to buy secondhand clothes. It is well known that buyers are primary drivers of the secondhand clothes industry, but in which way do they really perceive the benefits and risks of such purchases and what is their stand on such cloths. The contribution of this master thesis will reflect the knowledge which is connected to attitudes, perceived benefits, and risks, as well as the intention to purchase the specified product category. This paper consists of theoretical and empirical parts which show the results of the conducted research. Survey research was conducted on a sample of 112 participants for the empirical part of the paper. The survey didn't only include those already buying secondhand clothes, but also those who had never done so. Results of the survey show that most participants never bought secondhand clothes before, but they do tend to have a positive attitudes about it. Even though they didn't buy such clothes up until now, they plan to buy at least once in the future because they highly perceive all the benefits that such purchases entail. Furthermore, results show that participants dominantly perceive financial and eco-friendly benefits, when considering a specific product category. Moreover, participants tend to have an increased perception of functional and financial risk when it comes to quality of the product and emergency financial costs. The remaining perceived risks are not significantly perceived by the participants and therefore do not represent a significant obstacle to purchasing secondhand clothes. Participants conclusively confirmed they plan to buy secondhand clothes in the future.

• Keywords: stavovi; percipirane koristi; percipirani rizik; namjera kupnje; rabljena odjeća
• Keywords (english): attitudes; perceived benefits; perceived risk; purchase intention; secondhand clothes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:680664
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-12-07 20:01:41