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master's thesis
Stavovi potrošača prema proširenjima marke zelenim proizvodima
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:232266
Pavleković, Andrea
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Pavleković, A. (2022). Stavovi potrošača prema proširenjima marke zelenim proizvodima (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:232266

Pavleković, Andrea. "Stavovi potrošača prema proširenjima marke zelenim proizvodima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:232266

Pavleković, Andrea. "Stavovi potrošača prema proširenjima marke zelenim proizvodima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:232266

Pavleković, A. (2022). 'Stavovi potrošača prema proširenjima marke zelenim proizvodima', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 02 August 2024, https://urn.nsk.hr/urn:nbn:hr:148:232266

Pavleković A. Stavovi potrošača prema proširenjima marke zelenim proizvodima [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 August 02] Available at: https://urn.nsk.hr/urn:nbn:hr:148:232266

A. Pavleković, "Stavovi potrošača prema proširenjima marke zelenim proizvodima", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:232266

Metadata
TitleStavovi potrošača prema proširenjima marke zelenim proizvodima
Title (english)Consumer attitudes towards green brand extensions
AuthorAndrea Pavleković
MentorVatroslav Škare (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
Committee memberĐurđana Ozretić Došen (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Globalno onečišćenje goruće je tema današnjice stoga je sve veći fokus poduzeća upravo na razvoju poslovanja u smjeru ekološke održivosti. Kako bi svoje napore približili potrošačima, poduzeća sve češće koriste zeleni marketing, a jedna od najčešće primjenjivanih strategija na tržištu široke potrošnje je proširenje marke zelenim proizvodima. Ponašanje potrošača, njihove kupovne namjere uvelike ovise o stavovima potrošača pa je cilj rada bio istražiti upravo stavove potrošača o proširenjima marke zelenim proizvodima na tržištu široke potrošnje. Kroz istraživanje na hrvatskom tržištu ispitane su trenutne navike kupovine zelenih proizvoda, percepcija i stavovi o zelenim proizvodima proširenih marki na tržištu široke potrošnje te su ispitane buduće namjere kupovine zelenih proizvoda. U istraživanju je sudjelovalo 162 ispitanika, a rezultati pokazuju da postoje pozitivne percepcije i stavovi potrošača prema zelenim proširenjima marke, ali i veliki potencijal za stvaranje veće potražnje za zelenim proizvodima.
Abstract (english)
Global pollution is a hot topic today, therefore companies are increasingly focusing on business development in the direction of environmental sustainability. To bring their efforts closer to consumers, companies increasingly use green marketing, and one of the most frequently applied strategies in the fast-moving consumer goods market is a green brand extension. The behavior of consumers and their purchase intentions depend on the attitudes of consumers, so this paper aimed to investigate precisely the attitudes of consumers about green brand extensions in the fast-moving consumer goods market. Research on the Croatian market examined current habits of buying green products, perceptions, attitudes toward green brand extensions, and future intentions to buy green products. In total 162 respondents participated in the research, and the results showed that there are positive consumer perceptions and attitudes toward green brand extensions, but also a big potential for creating greater demand for green products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:232266
Study programmeTitle: 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 students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-03 09:59:14