Ekološka odgovornost mladih potrošača i namjera kupnje električnih automobila

master's thesis

• Title (english): Consumers environmental responsibility and purchase inpention towards electric cars
• Author: Ana-Marija Slukan
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Rad se bavi istraživanjem ekološkog ponašanja i namjere kupnje mladih potrošača u Hrvatskoj. Sastoji se od teorijskog i empirijskog dijela pa su, s obzirom na to, korištene različite metode i izvori za njegovo pisanje. Za teorijski dio rada korištene su knjige i članci iz područja koje je vezano za ekološku odgovornost i namjeru kupnje potrošača. Za empirijski dio rada prikupljani su primarni podaci.
U radu su izneseni rezultati provedenog istraživanja o ekološkoj odgovornosti mladih potrošača i namjeri kupnje električnog automobila, a prilikom provođenja istraživanja korišten je anketni upitnik. Anketni upitnik korišten u ovom radu izrađen je po uzoru na anketni upitnik za mjerenje ekološke odgovornosti autora Stone, Barnes i Montgomery (1995) i za mjerenje namjere kupnje autora Henning i Karlsson (2011). Istraživanjem su se prikupili podaci o ekološkoj odgovornosti potrošača generacije Y, dobne starosti 18-34 godine, i njihovoj namjeri kupnje električnog automobila, a sve u svrhu otkrivanja jesu li mladi u Hrvatskoj ekološki odgovorni i kakva im je namjera kupnje električnog automobila kao ekološki prihvatljive zamjene za konvencionalni automobil. Istraživanjem se odredilo i kakva je razina pojedinih dimenzija ekološke odgovornosti potrošača: stava, spremnosti na djelovanje, znanja, svijest, poduzetih aktivnosti, sposobnost djelovanja, mišljenja i uvjerenja. Rezultati istraživanja pokazuju da ekološki stav, sposobnost djelovanja i ekološka osviještenost dominiraju nad ostalim dimenzijama ekološke odgovornosti, ali nemaju dovoljan utjecaj kako bi mlade u Hrvatskoj okarakterizirali ekološki odgovornima. Rezultati dobiveni za istraživanje namjere kupnje električnog automobila nedvojbeno pokazuju da potrošači nemaju namjeru kupiti električni automobil, a pogotovo ukoliko obilježja električnog automobila, poput kvalitete, cijene, udobnosti i performanse, ne mogu parirati konvencionalnom. Sudeći prema rezultatima istraživanja segment generacije Y u Hrvatskoj nije pogodan za aktivnosti zelenog marketinga.

Abstract (english)

Thesis is devoted to consideration of the issues of measuring the ecological behavior and purchase intentions of young consumers in Croatia. The work consists of theoretical and empirical part, accordingly using different methods and sources for writing. Books and articles which are related to the environmental responsibility and consumer purchase intentions are used for the theoretical part of the work. Primary data was colected in the empirical part of the work.
The paper presents the results of the research on the consumers environmental responsibility and the purchase intention of an electric car, and a questionnaire is used for conducting the research. The questionnaire used in this study was developed on the model of a questionnaire which measures consumers environmental responsibility by the authors Stone, Barnes and Montgomery (1995) and one that measures purchase intentions by authors Henning and Karlsson (2011). The research collected data on consumers environmental responsibility of generation Y (age 18-34 years) and their purchase intention of an electric car, with the purpose of discovering whether young people in Croatia are environmentally responsible and what are their intention of buying an electric car as environmentally friendly replacement for a conventional one. The research is also aimed at determining what are the levels of the environmental responsibility dimensions: attitude, ability to act, knowledge, awareness, wilingness to act, action taken, opinions and beliefs. The results shows that environmental attitude, ability to act and environmental awareness dominate the other dimensions of environmental responsibility, but do not have sufficient influence in such manner that young people in Croatia can be characterize as environmentally responsible. The results obtained for purchase intentions of an electric car are undoubtedly showing that consumers do not intend to buy an electric car, especially if the electric car attributes, such as quality, price, comfort and performance, can not compete with the conventional car. According to the research, this papers conclusion is that the segment of generation Y in Croatia is not suitable for green marketing activities.

• Keywords: ekološka odgovornost; zeleni potrošač; ECOSCALE; namjera kupnje; predviđanje ekološkog ponašanja
• Keywords (english): environmental responsibility; green consumer; ECOSCALE; purchase intention; predicting environmental behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:986303
• 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: 2016-10-29 09:48:45