Ponašanje i preferencije mladih roditelja kao kupaca ekoloških proizvoda

master's thesis

• Title (english): Behavior and preferences of young parents as buyers of organic products
• Author: Željka Gorički
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-10-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U vremenu kada zdravlje postaje sve važnije primjetan je trend porasta prodaje
ekoloških proizvoda, a samim time i unaprjeđenje životnog standarda bez obzira na
krizu. Prema Zakonu o ekološkoj proizvodnji ekološki proizvod je proizvod dobiven
kroz sustav ekološke poljoprivrede tj. bez upotrebe umjetnih gnojiva, kemikalija,
pesticida. Danas potrošači sve više potražuju ekološke proizvode zbog očuvanja
zdravlja, i to ne samo zbog svog zdravlja, nego i zdravlja svoje djece, zajednice i
okoliša. Želja svakog roditelja je da održi svoje dijete sigurnim i zdravim, pa se sve
više roditelja odlučuje i odabire najprirodnije proizvode za svoju obitelj. Osim hrane i
organskog pamuka, postoje mnogi drugi ekološki proizvodi kao što su razna
kozmetička sredstva, zamjenska mliječna hrana za bebe, oprema za interijere, dječje
igračke itd. Primarno istraživanje koje je provedeno na mladim roditeljima je pokazalo
da stavovi potrošača prema ekološkim proizvodima za bebe, subjektivne norme,
percipirana financijska situacija, svijest o zdravlju i znanje o ekološkoj hrani značajno
utječu na namjeru kupovine ekoloških proizvoda, pri čemu su subjektivne norme,
stavovi te svijest o zdravlju najbolji prediktori namjere takve kupovine.

Abstract (english)

At a time when health becomes more and more important, there has been a trend of
increase in sales of organic products, and thereby improved living standards despite
the crisis. According to the law of organic production an environment friendly product
is a product obtained through a system of organic farming, without the use of
fertilizers, chemicals or pesticides. Today, consumers are increasingly looking for
environment friendly products to preserve health, and not just because of their
health, but also the health of their children, community and the environment. The
desire of every parent is to keep his child safe and healthy, so more parents are
opting for the most natural choice of products for their family. In addition to food and
organic cotton, there are many other eco friendly products such as various
cosmetics, substitute milk for babies, equipment for interiors, toys etc. Primary study
conducted on young parents is showing that consumer attitudes toward organic
products for babies, subjective norms, perceived financial situation, awareness of
health and knowledge about organic products significantly affect the intention to
purchase organic food, where subjective norms, attitudes and awareness of health
are best predictors of intent for such purchases.

• Keywords: trgovina; ekološki proizvodi; mladi roditelji; zdravlje djece; zaštita životinja; zaštita okoliša
• Keywords (english): retail; organic products; young parents; children's health; animals protection; environmental protection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:664441
• 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: 2016-10-07 09:42:37