Stavovi potrošača o ponudi ekoloških proizvoda u prodavaonici

master's thesis

• Title (english): Consumers attitudes about the offer of organic products
• Author: Jelena Pestić
• Mentor: Dario Dunković (mentor); MBZ: 251001
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Nikola Knego (član povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Danas se kroz koncept održivosti nastoji postići gospodarski razvoj koji će biti uključiv za sve i od kojeg će svi imati koristi. Uloga potrošača u održivosti ogleda se kroz kupnju ekoloških proizvoda koji su sigurniji za zdravlje potrošača te bolji za okoliš. Ekološke oznake na proizvodima služe za jednostavno i brzo prenošenje informacija o kvaliteti označenih proizvoda. Unatoč želji da kupuju ekološke proizvode potrošači u Hrvatskoj se suseću s brojnim barijerama od kojih su najčešće visoka cijena te nedovoljna dostupnost i raznovrsnost asortimana u prodavaonicama. Cilj ovog rada bio je analizirati stavove potrošača o ponudi ekoloških proizvoda u prodavaonicama u Hrvatskoj te što sve utječe na njihov čin kupnje. Istraživanje je provedeno putem online anketnog upitnika. Ispitanici koji često kupuju ekološke proizvode su većinom mlađi od 35 godina te visoko obrazovani. Također, ispitanici su se izjasnili da ekološke proizvode smatraju zdravijima, kvalitetnijima i sigurnijima u odnosu na konvencionalne, ali i da su to skuplji proizvodi s malom raznovrsnošću ponude. Potrošači su slabo upoznati s izgledom i značenjem ekoloških oznaka prisutnih u Hrvatskoj te tijekom kupnje rijetko provjeravaju imaju li ekološki proizvodi odgovarajuće oznake. Kako bi se potaknulo održivo ponašanje potrošača potrebno je raditi na edukaciji o prednostima ekoloških proizvoda i oznakama koje se koriste za njihovo označavanje. Osim toga potrebno je poraditi na većoj dostupmosti i raznovrsnosti ponude kako bi se svima pružila jednaka mogućnost izbora ekoloških prozvoda, a samim time veća zastupljenost na tržištu dovela bi do smanjenja cijena.

Abstract (english)

Today, the concept of sustainability seeks to achieve economic development that will be inclusive for all and from which everyone will benefit. The role of consumers in sustainability is reflected through the purchase of organic products that are safer for consumers health and better for the environment. Eco-labels on products are used to easily and quickly provide information to consumers, about the quality of labeled products. Despite their wish to buy organic products, consumers in Croatia face numerous barriers, of which the most common are the high price of organic produc ts and insufficient availability and diversity of the offer in stores. The aim of this study was to analyze consumer attitudes toward the offer of organic products in stores in Croatia and what affects their purchases. A study was conducted via an online questionnaire. In this study customers who frequently buy organic products are mostly younger than 35 years and have high education. Respondents stated that they consider organic products as healthier, of better quality and safer than conventional ones, but also that these are more expensive products with a smaller offer variety. Consumers are unfamiliar with the look and meaning of eco-labels present in Croatia, and during the purchase they rarely check whether organic products have the appropriate labels. In order to encourage sustainable consumer behavior, it is necessary to work on educating consumers about the benefits of organic products and the labels used to label them. In addition, it is necessary to work on greater availability and diversity of the offer in order to provide all consumers with an equal opportunity to choose organic products, because greater presence of organic products on the market would lead to their lower prices.

• Keywords: Ključne riječi: koncept održivosti; zeleni potrošač; ekološki proizvod; ekološke oznake; zaštita okoliša.
• Keywords (english): sustainability concept; green consumer; organic product; ecolabels; environmental protection.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:429053
• 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: 2020-09-17 11:12:30