Title Društveno odgovorno ponašanje potrošača prilikom kupnje odjevnih predmeta Title (english) Socially responsible behavior of consumers when buying clothes Author Nikolina Herceg Mentor Tanja Kesić (mentor)Committee member Goran Kozina (predsjednik povjerenstva)Committee member Anica Hunjet (član povjerenstva)Committee member Tanja Kesić (član povjerenstva)Granter University North Defense date and country 2017-03-09, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Društvena odgovornost kao pojam postoji gotovo od pojave čovjeka, jer predstavlja svojevrsnu brigu o ostalim članovima zajednice i cjelokupnog okruženja. Društveno odgovorno ponašanje u suštini predstavlja svijest o novom položaju i značenju koje proizvođači imaju u suvremenom, globalnom društvu u očima svojih potrošača. Svjesna i odgovorna kupnja je ona vrsta odabira odjevnog predmeta u kojoj je potrošač svjestan svog odabira u etičkom i ekološkom smislu, što znači da pri odabiru odjevnog predmeta vodi računa o samome sebi, vlastitim potrebama i zadovoljenju istih, ali i o potrebama društva te potrebama prirode. Potrošačka odgovornost pri odabiru odjevnog predmeta i svjesna odluka odražava potrošačke vrijednosti: vjeru u pravdu, pravičnost, odgovornost prema sebi, odgovornost prema budućim naraštajima, odgovornost prema prirodi i životinjama, pravednost i ekološku odgovornost koji su temeljni postulati održivog razvoja i modernih kompanija.
Osnovna pitanja na koja se u radu traže odgovori bila su postoji li povezanost društveno odgovornog poslovanja s ponašanjem kupaca prilikom kupnje, kao i utječe li i u kojoj mjeri postojanje društvene odgovornosti poduzeća na odluku kupca prilikom kupnje i odabira nekog odjevnog predmeta. Također, cilj rada bio je istražiti koliki je postotak društveno odgovornih osoba i u kojoj mjeri su upoznati s pojmom društveno odgovornog ponašanja, kao i jesu li sami kupci društveno odgovorne osobe te u konačnici pokušati shvatiti na koji način razmišljaju i ponašaju se prilikom kupnje odjevnih predmeta.
Kako bi se projicirao budući razvoj društveno odgovornog ponašanja prilikom kupnje odjevnih predmeta provedeno je istraživanje putem anonimne on-line ankete, na području sjeverozapadne Hrvatske, a ukupni broj ispitanika bio je 229 odraslih osoba (oba) spola. Istraživanjem se pokazalo kako je većina ispitanika svjesna i upoznata s pojmom društveno odgovornog ponašanja, no obzirom na ograničenja koja su se pojavila, iako poznavanju pojam i unatoč rastućoj važnosti tog pojma, tako se ne ponašaju.
Abstract (english) Social responsibility as a concept exists almost from the appearance of human, because it represents a care for other members of the community and the entire environment. Socially responsible behavior essentially represents an awareness of the new position and meaning that producers have in a modern, global society in the eyes of its customers. Conscious and responsible buying is a kind of garment selection where a consumer is aware of his selection in ethical and ecological sense, i.e. when choosing the garment, a customer takes care of himself and his own needs, but also takes care of needs of society and nature. Consumer responsibility in selecting garments reflects consumer values: belief in justice, fairness, responsibility towards himself, responsibility for future generations, responsibility towards nature and animals, and ecological responsibility that are fundamental principles of sustainable development and modern companies.
The basic questions that have been analyzed in this work were if there is a correlation between socially responsible business and socially responsible behavior of customers when buying clothes, as well as whether and to what extent the socially responsible business of companies influence on buyers when they chose and buy garments. Also, the aim of this study was to investigate what is a percentage of socially responsible people and to what extent are they familiar with a term of socially responsible behavior, as well as whether the buyers themselves are socially responsible persons. Also, the aim of this study was to find out the way of thinking when they buy clothes.
To project a future development of socially responsible behavior a research was conducted by anonymous online questionnaire, in the northwestern Croatia. The total number of participants was 229 adults of both genders. The research has showed that the majority of participants are aware of and familiar with the concept of socially responsible behavior, but they do not behave in this sense.
Keywords
društveno odgovorno ponašanje
ponašanje potrošača
društvena odgovornost
potrošačka odgovornost
Keywords (english)
socially responsible behavior
consumer behavior
social responsibility
consumer responsibility
Language croatian URN:NBN urn:nbn:hr:122:218068 Study programme Title: Business Economics; specializations in: Tourism and International Trade Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2017-05-11 17:12:31
