Značaj bihevioralne ekonomike u razvoju zaštite potrošača

master's thesis

• Title (english): Implications of behaviour economics on consumer policy development
• Author: Ivana Čiček
• Mentor: Dario Dunković (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ivan Kovač (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Potrošači kao nositelji potražnje od ključnog su interesa za društvo, razvoj gospodarstva i poduzeća. Stoga je nužno istraživati načine kako oni donose odluke i kako se ponašaju, a kako bi se različitim politikama moglo bolje štitit interese i usmjeravati njihovo ponašanje. U slučajevima u kojima je ljudsko ponašanje uzrokovano nedostatkom znanja ili informacija, obrazovanje i informativne kampanje mogu pomoći u rješavanju tog problema. Zaštita i očuvanje prava svih europskih građana jedan je od najvažnijih ciljeva same Europske Unije, jer upravo povećanje prava potrošača može pridonijeti poticanju gospodarstva i trgovine. Aktualnost teme očituje se u sve češćoj primjeni koncepcije poslovanja gdje se upravo potrošač i zadovoljenje njegovih potreba ističu kao glavne vodilje. Naglasak je na poboljšanju sigurnosti potrošača, povećanju znanja potrošača, unaprjeđenje provedbe te usklađivanje ključnih ekonomskih politika ekonomskih i društvenih promjena. Ponašanje i pogled potrošača često je ''kratkovidno'', čak i kada se radi o vrlo bitnim stavkama, poput održive potrošnje i zdravlja. Cilj rada je odrediti kako i na koji način dostignuća na području bihevioralne ekonomike mogu pridonijeti poboljšanju i razvoju politike zaštite potrošača posebno u Hrvatskoj. U srži bihevioralne ekonomije postoji uvjerenje da će ekonomska teorija koja se temelji na psiholološkim temeljima stvoriti teorijske spoznaje i bolja predviđanja na tom području, kao i sugerirati stvaranje boljih politika. Ponašanje potrošača usredotočuje se na način na koji pojedinci donose odluke o potrošnji njihovih raspoloživih resursa (vrijeme, novac i trud). To uključuje odluke o onome što kupuju, razlog kupovine, učestalost kupnje i korištenja, procjenu vrijednosti i utjecaj tih procjena na buduću kupovinu.

Abstract (english)

Consumers demand as carriers of crucial interest to society, economic development and enterprise. It is therefore necessary to explore ways of how they make decisions and how they behave, and to a variety of policies could better protect the interests and guide their behavior. In cases where human behavior is caused by lack of knowledge or information, education and information campaigns can help solve this problem. The protection and preservation of the rights of all European citizens is one of the most important goals of the European Union, because it is increasing consumers' rights can contribute to stimulating the economy and trade. The actuality of topics reflected in the increasingly frequent application of the concept of business where the consumer just and satisfying their needs stand out as the main guidelines. The emphasis is on improving the safety of consumers, increasing knowledge of consumers, improving the implementation and harmonization of key economic policies of economic and social change. Behavior and consumers often view the short-sighted, even in the case of very important items, such as sustainable consumption and health. The aim is to determine how and in what manner the achievements in the field of behavioral economics can contribute to the improvement and development of consumer policy particularly in Croatia. At the core of behavioral economics there is a belief that the economic theory which is based on The psychological foundations of theoretical knowledge and create better predictions in this area, as well as to suggest the creation of better policies. Consumer behavior focuses on how individuals make decisions about their consumption of resources (time, money and effort). This includes decisions about what you buy, the reason for the purchase, frequency of purchase and use, assess the value and impact of these estimates on a future purchase.

• Keywords: bihevioralna ekonomika; ponašanje potrošača; sigurnost; politike zaštite potrošača
• Keywords (english): behavioral economics; consumer behavior; safety; consumer protection policy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:657432
• 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: 2016-09-30 14:29:43