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master's thesis
Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:273035
Petričević, Diana
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

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Petričević, D. (2024). Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:273035

Petričević, Diana. "Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:273035

Petričević, Diana. "Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:273035

Petričević, D. (2024). 'Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:273035

Petričević D. Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:148:273035

D. Petričević, "Stavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:273035

Metadata
TitleStavovi pripadnika generacije Z o etičnosti trgovaca na malo putem interneta
Title (english)Attitudes of generation Z on the ethics of internet based retailers
AuthorDiana Petričević
MentorMirko Palić (mentor)
Committee memberMarija Tomašević-Lišanin (član povjerenstva)
Committee memberAndrea Lučić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog diplomskog rada je istraživanje stavova pripadnika generacije Z o etičnosti trgovaca na malo putem interneta, s fokusom na analizu ključnih čimbenika kao što su transparentnost poslovanja, zaštita podataka, fer trgovinske prakse te društvena i ekološka odgovornost. S obzirom na sve veću važnost etičkog pristupa u internetskoj maloprodaji, posebno u kontekstu povjerenja potrošača, sigurnosti i zaštite privatnosti, cilj rada je produbiti razumijevanje primjene etike u marketingu te istražiti percepciju etičnosti među pripadnicima generacije Z na tržištu Republike Hrvatske. Istraživanje se temelji na analizi dostupne znanstvene literature, kao i na empirijskim podacima prikupljenim putem anketnog upitnika podijeljenog na društvenim mrežama, na koji je odgovorilo 203 ispitanika. Sekundarni izvori uključuju znanstvene članke i knjige dostupne u knjižnici Ekonomskog fakulteta u Zagrebu, dok su primarni podaci prikupljeni s ciljem ispitivanja čimbenika koji utječu na stavove potrošača o etičnosti online trgovaca.
Abstract (english)
The subject of this thesis is the study of Generation Z's attitudes toward the ethics of online retailers, with a focus on analyzing key factors such as business transparency, data protection, fair trade practices, and social and environmental responsibility. Given the growing importance of ethical approaches in online retail, particularly in the context of consumer trust, security, and privacy protection, this paper aims to deepen the understanding of the application of ethics in marketing and to explore perceptions of ethics among Generation Z in the Croatian market. The research is based on an analysis of available scientific literature, as well as empirical data collected through a survey distributed on social media, which received 203 responses. Secondary sources include scientific articles and books available at the library of the Faculty of Economics in Zagreb, while primary data were collected to examine the factors influencing consumer attitudes toward the ethics of online retailers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:273035
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 on2024-09-19 09:10:45