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undergraduate thesis
Prihvaćenost zelenih proizvoda od strane potrošača
2019. urn:nbn:hr:137:395622
Mohenski, Andrea
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Mohenski, A. (2019). Prihvaćenost zelenih proizvoda od strane potrošača (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:395622

Mohenski, Andrea. "Prihvaćenost zelenih proizvoda od strane potrošača." Undergraduate thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:395622

Mohenski, Andrea. "Prihvaćenost zelenih proizvoda od strane potrošača." Undergraduate thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:395622

Mohenski, A. (2019). 'Prihvaćenost zelenih proizvoda od strane potrošača', Undergraduate thesis, University of Pula, accessed 07 May 2024, https://urn.nsk.hr/urn:nbn:hr:137:395622

Mohenski A. Prihvaćenost zelenih proizvoda od strane potrošača [Undergraduate thesis]. Pula: University of Pula; 2019 [cited 2024 May 07] Available at: https://urn.nsk.hr/urn:nbn:hr:137:395622

A. Mohenski, "Prihvaćenost zelenih proizvoda od strane potrošača", Undergraduate thesis, University of Pula, Pula, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:137:395622

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Metadata
TitlePrihvaćenost zelenih proizvoda od strane potrošača
Title (english)Consumers acceptance of green products
AuthorAndrea Mohenski
MentorAriana Nefat (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2019-06-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovim radom nastojalo se pobliže definirati pojam te istaknuti obilježja i temeljna načela zelenog marketinga. Pored definicije zelenog potrošača, prikazana je segmentacija te istaknuta važnost razumijevanja i ponašanja zelenog potrošača uz opis čimbenika koji utječu na odluku u kupovini. Također je objašnjen zeleni marketinški miks te su prikazani čimbenici navedenog. Naglašen je zeleni proizvod, zeleno pakiranje i prikazane su ekološke oznake za koje je Republika Hrvatska nadležna. Uz navedeno, govori se i o zelenim cijenama te promociji i distribuciji zelenog proizvoda. Cilj ovog rada bio je istražiti postoji li prihvaćenost zelenih proizvoda od strane potrošača. S toga se u ovom radu nalazi anketa provedena od strane autora uz pomoć Internet upitnika na uzorku od 131 ispitanika. Istraživanjem se mjerilo potrošačevo znanje, stav i aktivnost u vezi zelenih proizvoda nakon čega se analizom ankete utvrdilo postoji li prihvaćenost zelenih proizvoda od strane potrošača.
Abstract (english)
The aim of this thesis was to define the concept, characteristics and basic principles of green marketing more closely. In addition to the definition of a green consumer, the importance of understanding and behavior of a green consumer is highlighted, along with a description of factors influencing the buying decision. A green marketing mix has also been explained together with its impact. Green product and green packaging are also highlighted, and ecological labels are shown for which the Republic of Croatia is in charge. In addition, green prices are also being discussed together with promotion and distribution of green products. Also, the aim of this thesis was to investigate whether there is consumer acceptance of green products. Survey was conducted by the author with the help of an internet survey on a sample of 131 respondents. This survey has measured consumers knowledge, attitude and activity in relation to green products, followed by analysis of results, whether there is consumer acceptance of green products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:395622
Study programmeTitle: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Course: Finance
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2019-06-27 08:45:51