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master's thesis
Primjena zelenog marketinga
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. urn:nbn:hr:145:103041
Bilandžić, Lucija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Institutional repository: EFOS REPOSITORY

Cite this document

Bilandžić, L. (2019). Primjena zelenog marketinga : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:103041

Bilandžić, Lucija. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:103041

Bilandžić, Lucija. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:103041

Bilandžić, L. (2019). 'Primjena zelenog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:103041

Bilandžić L. Primjena zelenog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:103041

L. Bilandžić, "Primjena zelenog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:103041

Metadata
TitlePrimjena zelenog marketinga : Diplomski rad
Title (english)Green Marketing : Graduate paper
AuthorLucija Bilandžić
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2019-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Živimo u svijetu u kojem se zbog aktivnosti koje se odvijaju u tvornicama, proizvodnji i poslovanju poduzeća uvelike zagađuje okoliš. Sukladno tome, očekivano je bilo da će potrošači početi poticati poduzeća na prakticiranje društveno odgovornog poslovanja. Naime, danas potrošači više nego ikad naglasak stavljaju na očuvanje okoliša i unaprjeđenje zajednica u kojima žive. Zato sve više poduzeća prakticira zeleni marketing u svom poslovanju. Zeleni marketing odnosi se na marketing koji se bavi promocijom i oglašavanjem proizvoda koji su sigurni za okoliš te proizvoda koji imaju pozitivne i poticajne čimbenike za okruženje. Kroz zeleni marketing želi se potaknuti razvoj proizvoda koji su kvalitetni i zdravi za konzumaciju te ekološki prihvatljivi. Zeleni potrošači su osobe koje prakticiraju konzumaciju proizvoda koji će osim zadovoljenja njihovih potreba imati smanjen štetan utjecaj na okoliš. Poduzeća koja prakticiraju zeleni marketing u poslovanju svjesna su važnosti poslovanja u skladu s prirodom te važnosti očuvanja prirode koja nas svakodnevno okružuje. Ulaganja u ovu vrstu marketinga su velika zato što prilagođavanje poslovanja da bude u skladu s očuvanjem okoliša zahtijeva puno vremena i promjena u procesima u poslovanju. Među poduzećima koja uspješno prakticiraju zeleni marketing u poslovanju su: Rimac automobili, Adidas i Ford. Zajedničkom suradnjom poduzeća, potrošača i društva već danas se prakticiranjem zelenog marketinga stvaraju temelji za budućnost koja će, zahvaljujući podizanju svijesti o važnosti očuvanja okoliša i života u skladu s okolišem koji se danas odvija, biti pozitivna i prepuna mogućnosti za daljnji razvoj poduzeća, društva i okoliša.
Abstract (english)
We live in a world where environment is greatly polluted due to factory, manufacturing and business operations. Accordingly, it was expected that consumers would start to encourage business to practice CSR. Today, consumers place greater emphasis on protecting the environment and improving the communities in which they live. Therefore, more and more business are starting to practice green marketing. Green marketing refers to type of marketing that promotes and advertises environmentally-friendly products and their positive impact on society. Through green marketing, we want to encourage the development of products that are high quality, healthy to consume and environmentally safe. Green consumers are people who practice the consumption of environmentally- friendly products. In addition to meeting their needs, their consumption will have a reduced damaging impact on the environment. Companies that practice green marketing are aware of the importance of doing business in harmony with nature and therefore the importance of preserving the nature that surrounds us. This type of marketing is time consuming and requires great investment in order to adjust the company's policy and business processes. Among the companies that successfully practice green marketing in their business are Rimac Cars, Adidas and Ford. By practicing green marketing, the joint cooperation between businesses, consumers and society is already creating a foundation for future. Thanks to raising awareness about the importance of preserving environment, the future will be positive and full of opportunities for further businesses, society and environment development.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:103041
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-02-22 09:06:33