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master's thesis
Percipirane koristi u kupnji zelenih proizvoda među generacijom Z
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:438279
Sladović, Maja
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Sladović, M. (2023). Percipirane koristi u kupnji zelenih proizvoda među generacijom Z (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:438279

Sladović, Maja. "Percipirane koristi u kupnji zelenih proizvoda među generacijom Z." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:438279

Sladović, Maja. "Percipirane koristi u kupnji zelenih proizvoda među generacijom Z." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:438279

Sladović, M. (2023). 'Percipirane koristi u kupnji zelenih proizvoda među generacijom Z', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:438279

Sladović M. Percipirane koristi u kupnji zelenih proizvoda među generacijom Z [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:438279

M. Sladović, "Percipirane koristi u kupnji zelenih proizvoda među generacijom Z", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:438279

Metadata
TitlePercipirane koristi u kupnji zelenih proizvoda među generacijom Z
Title (english)Perceived Benefits in the Purchase of Green Products among Generation Z
AuthorMaja Sladović
MentorSunčana Piri Rajh (mentor)
Committee memberTanja Komarac (član povjerenstva)
Committee memberMiroslav Mandić (član povjerenstva)
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad istražuje percipirane koristi pri kupnji zelenih proizvoda široke potrošnje među generacijom Z u Hrvatskoj. Rad pritom za glavni cilj ima prepoznati i analizirati koje su percipirane koristi prisutne, tj. dominantne. Korištenjem sekundarnih izvora podataka, pruža se teorijski okvir percipiranih koristi, zelenih proizvoda i generacije Z te se također prepoznaju najčešće vrste percipiranih koristi u kontekstu zelenih koristi. Te percipirane koristi testiraju se potom kroz 18 tvrdnji i 2 pitanja u obliku online anketnog istraživanja provedenog na uzorku od 103 ispitanika. Rezultati istraživanja dovode do zaključka da su generaciji Z u usporedbi s drugim vrstama percipiranih koristi, najvažnije funkcionalne koristi, i to najčešće pri kupnji zelenih prehrambenih proizvoda.
Abstract (english)
This master's thesis explores perceived benefits in the purchase of green consumer goods among Generation Z in Croatia. The main objective of the thesis is to identify and analyze the prevalent, i.e. dominant, perceived benefits. Utilizing secondary data sources, it provides a theoretical framework of perceived benefits, green products, and Generation Z, and also identifies the most common types of perceived benefits within the context of green products. These perceived benefits are then tested through 18 statements and 2 questions in the form of an online survey conducted on a sample of 103 respondents. The research results lead to the conclusion that for Generation Z, compared to other types of perceived benefits, functional benefits are the most important, particularly when purchasing green food products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:438279
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2023-10-02 20:15:11