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undergraduate thesis
Društveno odgovoran marketing prema okolišu
2019. urn:nbn:hr:137:037389
Vranaričić, Antonio
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Vranaričić, A. (2019). Društveno odgovoran marketing prema okolišu (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:037389

Vranaričić, Antonio. "Društveno odgovoran marketing prema okolišu." Undergraduate thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:037389

Vranaričić, Antonio. "Društveno odgovoran marketing prema okolišu." Undergraduate thesis, University of Pula, 2019. https://urn.nsk.hr/urn:nbn:hr:137:037389

Vranaričić, A. (2019). 'Društveno odgovoran marketing prema okolišu', Undergraduate thesis, University of Pula, accessed 07 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:037389

Vranaričić A. Društveno odgovoran marketing prema okolišu [Undergraduate thesis]. Pula: University of Pula; 2019 [cited 2024 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:137:037389

A. Vranaričić, "Društveno odgovoran marketing prema okolišu", Undergraduate thesis, University of Pula, Pula, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:137:037389

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Metadata
TitleDruštveno odgovoran marketing prema okolišu
Title (english)Socially responsible marketing to the environment
AuthorAntonio Vranaričić
MentorAriana Nefat (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2019-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prevelikom potrošnjom prirodnih resursa i nedovoljnim recikliranjem ili ponovnom upotrebom proizvoda, ljudi su postali veliki neprijatelj planetu na kojem obitavamo. Udio zelenih potrošača raste iz godine u godinu ali je i dalje u manjini u odnosu na uobičajene potrošače odnosno korisnike industrijskih proizvoda. Potrebno je educirati potrošače ali i poduzeća u smjeru problema kojeg susrećemo. U radu se istiće kako dobrom segmentacijom zelenih potrošača, dobrim ciljanjem tržišta može se utjecati na svijest potrošača. Isto tako, potrošači su izloženi i nekim negativnostima kako od strane njih samih u vidu teškog mijenjanja navika do onih vanjskih utjecaja u smislu postavljanja previsoke cijene od strane poduzeća i baš je to jedan od razloga kako bi trebalo poraditi o educiranju svih dionika ovog procesa. Važno je da se sve više poduzeća usmjeri prema zelenoj proizvodnji kako bi postojala jača konkurencija na tržištu pa bi samim time pad cijene bio kao posljedica veće konkurencije što bi možda dovelo do veće potražnje za zelenim proizvodima pa bi to bio jedan mali korak k boljem društvu u cjelini.
Abstract (english)
By over-consuming natural resources and insufficient recycling or reusing products, humans have become a major enemy of the planet we inhabit. The share of green consumers is increasing year by year, but it is still in the minority compared to ordinary consumers or users of industrial products. We need to educate both consumers and businesses in the direction of the problem we are facing. The thesis emphasizes that good segmentation of green consumers, good targeting of the market can affect consumer awareness. Consumers are also exposed to some negatives, both by themselves, in the form of difficult habits changing to those external influences in terms of setting the company price too high, and this is one of the reasons why it should work on educating all sides of this process. It is important for more and more companies to focus on green production so that there is more competition in the market, and thus the price drop would be a consequence of greater competition, which could possibly lead to greater demand for green products, so this would be a small step towards a better society in whole.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:037389
Study programmeTitle: Business Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Course: Marketing Management
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
Terms of useLicence In copyright icon
Created on2019-09-28 13:19:50