ANALYSIS OF ENVIRONMENTAL AWARENESS OF CONSUMERS WITH APPLICATION OF CLUSTER ANALYSIS

master's thesis

• Author: Lara Šoše
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Jovana Zoroja (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2020-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

The topic of this master thesis is: ‘The analysis of environmental awareness of consumers with the application of cluster analysis’.
The objective of the research is to gain an insight on the consumer behavior towards the green products on the Croatian market and to group them into clusters to be able to recognize their common characteristics.
Research methodologies used are: survey questionnaire and testing of existing conceptual solutions and tools, in this case Weka software, for conducting the cluster analysis of the gathered data. Questionnaire consists of questions regarding the respondent's attitude on environmentally-friendly products. For example, packaging and products they prefer, are they avoiding plastic packaging, do they use plastic bags, are they willing to pay more for a more environmentally friendly product, are they careful whether the product was tested on animals etc.

• Keywords: cluster; analysis; Weka; KDD; environmental awareness
• Language: english
• URN:NBN: urn:nbn:hr:148:401648
• Study programme: Title: Business economics-managerial informatics; specializations in: Managerial informatics; Course: Managerial informatics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomnije (magistar/magistra ekonomnije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2021-09-24
• Created on: 2020-09-24 12:28:41