Stavovi potrošača prema proširenjima marke zelenim proizvodima

master's thesis

• Title (english): Consumer attitudes towards green brand extensions
• Author: Andrea Pavleković
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Đurđana Ozretić Došen (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Globalno onečišćenje goruće je tema današnjice stoga je sve veći fokus poduzeća upravo na razvoju poslovanja u smjeru ekološke održivosti. Kako bi svoje napore približili potrošačima, poduzeća sve češće koriste zeleni marketing, a jedna od najčešće primjenjivanih strategija na tržištu široke potrošnje je proširenje marke zelenim proizvodima. Ponašanje potrošača, njihove kupovne namjere uvelike ovise o stavovima potrošača pa je cilj rada bio istražiti upravo stavove potrošača o proširenjima marke zelenim proizvodima na tržištu široke potrošnje. Kroz istraživanje na hrvatskom tržištu ispitane su trenutne navike kupovine zelenih proizvoda, percepcija i stavovi o zelenim proizvodima proširenih marki na tržištu široke potrošnje te su ispitane buduće namjere kupovine zelenih proizvoda. U istraživanju je sudjelovalo 162 ispitanika, a rezultati pokazuju da postoje pozitivne percepcije i stavovi potrošača prema zelenim proširenjima marke, ali i veliki potencijal za stvaranje veće potražnje za zelenim proizvodima.

Abstract (english)

Global pollution is a hot topic today, therefore companies are increasingly focusing on business development in the direction of environmental sustainability. To bring their efforts closer to consumers, companies increasingly use green marketing, and one of the most frequently applied strategies in the fast-moving consumer goods market is a green brand extension. The behavior of consumers and their purchase intentions depend on the attitudes of consumers, so this paper aimed to investigate precisely the attitudes of consumers about green brand extensions in the fast-moving consumer goods market. Research on the Croatian market examined current habits of buying green products, perceptions, attitudes toward green brand extensions, and future intentions to buy green products. In total 162 respondents participated in the research, and the results showed that there are positive consumer perceptions and attitudes toward green brand extensions, but also a big potential for creating greater demand for green products.

• Keywords: proširenje marke; zeleni marketing; stavovi potrošača
• Keywords (english): brand extension; green marketing; consumer attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:232266
• Study programme: Title: 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: 2022-10-03 09:59:14