˝Zdrava˝ maloprodaja

master's thesis

• Title (english): ˝Healthy˝ retail
• Author: Anita Kuljanac
• Mentor: Sanda Renko (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Pojmovi ekološki i organski poistovjećuju se s pojmom zdrave prehrane. Međutim, to nisu
sinonimi. Potrošači su sve više zainteresirani za potrošnju ekološki proizvedene hrane. To je
rezultat povećane ekološke svijesti i rastuće zabrinutosti za osobno zdravlje, stoga
prodavaonice zdrave hrane i trgovački lanci proširuju svoje asortimane. U radu se ističu
prednosti i nedostaci organske prehrane u odnosu na konvencionalnu, te istraživanje pokazuje
potrošačke stavove o ekološkoj prehrani u 2015. godini, odnosno koliko su potrošači spremni
novčano izdvojiti za ekološke proizvode. Također je uspoređena ekološka poljoprivreda s
poljoprivredom u Europskoj uniji. Objašnjen je i aktualni Akcijski plan razvoja ekološke
poljoprivrede u Republici Hrvatskoj za razdoblje 2011.-2016. godine, pri čemu Hrvatska ima
potencijal za razvoj ekološke poljoprivrede, „zdrave“ maloprodaje, različitih vrsta eko
turizma i sl. Nadasve se potrošačima žele pružiti adekvatne informacije o prehrani koju
konzumiraju.

Abstract (english)

Terms ecologically and organically are identified with the concept of healthy eating.
However, they are not synonyms. Consumers are more interested in the consumption of
organically produced food. This is a result of increased ecological awareness and growing
concern for personal health, so health food stores and retail chains are expanding their
assortment. This paper highlights the advantages and disadvantages of organic food by
comparison with conventional, and research shows what the consumers attitudes to organic
food in 2015. are, respectively how much are consumers financially willing to single out for
organic products. Organic farming is also compared with agriculture in the European union.
It is pointed out about „Akcijski plan razvoja ekološke poljoprivrede u RH za razdoblje
2011.-2016.“, where Croatia has the potencial for development of ecological agriculture,
„healthy“ retail, different types of eco-tourism. Above all, want to provide consumers with
adequate information about the food they consume.

• Keywords: zdrava prehrana; povećana ekološka svijest; ekološka poljoprivreda; „zdrava“ maloprodaja
• Keywords (english): healthy food; increased ecological awareness; organic farming; „healthy“ retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:826487
• 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 students and staff of home institution
• Created on: 2016-09-26 13:46:18