prikaz prve stranice dokumenta Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj
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master's thesis
Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. urn:nbn:hr:251:039330
Vranović, Josipa
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

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Vranović, J. (2021). Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:039330

Vranović, Josipa. "Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:039330

Vranović, Josipa. "Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:039330

Vranović, J. (2021). 'Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:039330

Vranović J. Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:251:039330

J. Vranović, "Utjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:039330

Metadata
TitleUtjecaj greenwashinga na svijest potrošača i potrošačke navike u Hrvatskoj
Title (english)The impact of greenwashing on consumer awareness and consumer habits in Croatia
AuthorJosipa Vranović
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
Committee memberIvica Šola (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Svrha ovog diplomskog rada je otkriti utječe li i u kojoj mjeri greenwashing na potrošače i njihove navike u Hrvatskoj. Kroz teorijski dio u kojemu se govori o zelenom marketingu i zelenom cinizmu postupno se prelazi na definiranje greenwashinga i njegove povijesti. Nadalje se greenwashing povezuje s osnovnim načelima marketinga i etike, znanja potrebnih za prepoznavanje greenwashinga i elemenata koji su učestali i karakteristični pri njegovoj primjeni. Marketing, etika i društveno odgovorno poslovanje bitni su čimbenici na koje je potrebno obratiti dodanu pozornost kada se govori o greenwashingu ili se pokušava prepoznati njegova uporaba. Na temelju tih čimbenika moguća je podjela poduzeća u četiri kategorije ovisno o tome radi li se o pozitivnom ili negativnom djelovanju, a klasifikacijom zelenih potrošača olakšava se razumijevanje njihovih potreba. Anketnim istraživanjem se testiraju četiri zadane hipoteze, a kroz intervjue se otkrivaju osobna iskustva i stavovi osoba koje su aktivno uključene u različita područja rada vezana uz marketing, ekologiju, poslovanje i/ili aktivizam.
Abstract (english)
The purpose of this thesis is to discover whether and to what extent greenwashing affects consumers and their habits in Croatia. Through the theoretical part, which talks about green marketing and green cynicism, it is gradually moved on to defining greenwashing and its history. Furthermore, greenwashing is associated with the basic principles of marketing and ethics, and knowledge needed to identify greenwashing, in the elements that are common and characteristic in its application. Marketing, ethics, and socially responsible business are important factors to pay extra attention to when talking about greenwashing or trying to identify its use. Based on these factors, it is possible to divide companies into four categories depending on whether they have a positive or negative action, and through the classification of green consumers it is possible to facilitate and understande their needs. The survey tests four given hypotheses, and through interviews, personal experiences and attitudes are revealed of people who are actively involved in various areas of work related to marketing, ecology, business, and/or activism.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:039330
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-20 08:24:18