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master's thesis
Motivi kupnje i lojalnost potrošača organskoj hrani
Zagreb: University of Zagreb, Faculty of Economics and Business, 2019. urn:nbn:hr:148:525706
Bogeljić, Ida
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Bogeljić, I. (2019). Motivi kupnje i lojalnost potrošača organskoj hrani (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:525706

Bogeljić, Ida. "Motivi kupnje i lojalnost potrošača organskoj hrani." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:525706

Bogeljić, Ida. "Motivi kupnje i lojalnost potrošača organskoj hrani." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2019. https://urn.nsk.hr/urn:nbn:hr:148:525706

Bogeljić, I. (2019). 'Motivi kupnje i lojalnost potrošača organskoj hrani', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:525706

Bogeljić I. Motivi kupnje i lojalnost potrošača organskoj hrani [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2019 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:148:525706

I. Bogeljić, "Motivi kupnje i lojalnost potrošača organskoj hrani", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:148:525706

Metadata
TitleMotivi kupnje i lojalnost potrošača organskoj hrani
Title (english)Consumer purchasing motives and loyalty towards organic food
AuthorIda Bogeljić
MentorSunčana Piri Rajh (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2019-11-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Organski uzgoj hrane predstavlja prihvatljiviju alternativu u odnosu na konvencionalni uzgoj. Upravo zato proizvodnja organske hrane bilježi rast na tržištu. U radu je nakon teorijskog pregleda prikazano provedeno istraživanje na uzorku od 155 ispitanika. Svrha ovog rada je analizirati motive kupnje organske hrane kod potrošača te njihovu lojalnost organskim prehrambenim proizvodima. Na temelju provedenog istraživanja utvrđeno je kako se organska hrana smatra zdravijom, te prihvatljivijom za okoliš, a cijena je najveća prepreka kupnji organskih proizvoda. Kroz istraživanje je također utvrđeno kako su potrošači skloni ponovljenoj kupnji i preferenciji proizvoda na trajnoj osnovi upravo zbog motiva kupnje, čime iskazuju svoju lojalnost kupnji organske hrane.
Abstract (english)
Organic food farming is a more acceptable alternative to conventional farming. That is why organic food production is growing in the market. After the theoretical review, the thesis presents a survey conducted on a sample of 155 respondents. The purpose of this thesis is to analyze the consumer purchasing motives and their loyalty towards organic food products. Based on the research, it was determined that organic food is considered healthier and more environmentally friendly, and price is the main obstacle to buying organic products. The survey also found that consumers are prone to repeat purchases and product preferences on an lasting basis, precisely because of their buying motives, thus demonstrating their loyalty to organic food purchases.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:525706
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2019-11-25 13:00:29