Primjena Teorije planiranog ponašanja u objašnjenju potrošačeve namjere kupnje kozmetičkih proizvoda koji nisu testirani na životinjama

master's thesis

• Title (english): Application of the Theory of planned behavior in explaining the consumers’ intent to purchase cruelty-free cosmetic products
• Author: Marta Opačić
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kozmetički proizvodi moraju se podvrgnuti testiranju prije njihova plasiranja na tržište kako bi se utvrdila njihova stabilnost i sigurnost korištenja, no laboratorijska testiranja na životinjama više nisu nužna te su u većini država zabranjena. Kupnja kozmetičkih proizvoda koji nisu testirani na životinjama može biti potaknuta različitim determinantama te je važno istražiti o kojim se determinantama radi te u kolikoj mjeri one utječu na kupovne odluke potrošača. Rad istražuje determinante koje utječu na namjeru kupnje kozmetičkih proizvoda koji nisu testirani na životinjama, a analizirane su korištenjem proširene teorije planiranog ponašanja. Instrument istraživanja korišten u sklopu ovog diplomskog rada bio je anonimni anketni upitnik koji se sastojao od 52 pitanja i tvrdnji, a na koje je ukupno 105 ispitanika odgovaralo kako bi izjavili do koje se mjere slažu s tvrdnjama vezanim uz stav prema kategoriji proizvoda, stav prema ponašanju, uz subjektivnu i moralnu normu, percipiranu kontrolu ponašanja, cjenovnu osjetljivost, potrošačevu uključenost te namjeru kupnje. Promatrane determinante u sklopu Teorije planiranog ponašanja sve upućuju na postojanje namjere ponašanja, a varijabla koja najviše dolazi do izražaja u ovom istraživanju je percipirana kontrola ponašanja.

Abstract (english)

Cosmetic products must undergo testing before they are placed on the market to determine their stability and safety of use, but laboratory testing on animals is no longer necessary and is prohibited in most countries. The purchase of cosmetic products that have not been tested on animals can be motivated by different determinants, and it is important to investigate which determinants are involved and to what extent they influence consumers‘ purchase decisions. The paper investigates the determinants related to the intention to purchase cruelty-free cosmetic products, which are analyzed using the extended Theory of Planned Behavior. The research instrument used as part of this thesis was an anonymous survey questionnaire consisting of 52 questions and statements, to which a total of 105 respondents answered in order to state to which level they agreed with statements related to their attitude towards the product category, their attitude towards the behavior, along with subjective and moral norms, perceived behavioral control, price sensitivity, consumer involvement and purchase intention. The observed determinants of the Theory of Planned Behavior all point to the existence of behavioral intention, while the variable that comes into play most strongly in this study is perceived behavioral control.

• Keywords: kozmetički proizvodi koji nisu testirani na životinjama; teorija planiranog ponašanja; namjera kupnje; ponašanje potrošača
• Keywords (english): cruelty-free cosmetic products; theory of planned behavior; intention to buy; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:352853
• 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: Open access
• Created on: 2024-07-02 10:18:57