Title Utjecaj društveno odgovornog poslovanja na ponašanje potrošača
Title (english) The Impact of Corporate Social Responsibility on Consumer Behavior
Author Gregor Mazić
Mentor Kristina Afrić Rakitovac (mentor)
Committee member Morena Paulišić (predsjednik povjerenstva)
Committee member Kristina Afrić Rakitovac (član povjerenstva)
Committee member Katarina Kostelić (član povjerenstva)
Granter University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country 2022-09-30, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Organization and Management
Abstract Poslovni subjekti primjenom koncepta društveno odgovornog poslovanja nastoje dobrovoljno povećati standarde propisanih zakona u poslovanju i time postići pozitivan učinak na društvo i okoliš. Također, primjenom tog koncepta utječe se i na potrošače. Osim konvencionalnih proizvoda, na tržištu se javljaju i ekološki proizvodi koje proizvodi društveno odgovorni subjekt, a odluka potrošača o kupnji između dvije vrste proizvoda ovisi o nizu elemenata koji su istraženi u ovome radu.
Kako bi se shvatio utjecaj društveno odgovornog poslovanja na ponašanje potrošača, kroz ovaj se rad analizirala primjena i utjecaj koncepta na temelju primjera s dobrom društveno odgovornom praksom i istraživanja o stajalištu potrošača prilikom kupnje.
Poduzeće Cromaris d.d. Zadar, kao tržišni lider prerade ribe u Republici Hrvatskoj, predstavljen je kao primjer poduzeća koje primjenjuje koncept društveno odgovornog poslovanja, a empirijsko istraživanje o utjecaju društveno odgovornog poslovanja provedeno je na uzorku od 58 ispitanika putem on line obrasca i izravnim intervjuom u dvjema ribarnicama. Dobivene su ključne informacije na temelju kojih se postavljena hipoteza “Potrošači su naklonjeniji kupnji ribe iz ekološkog uzgoja proizvedene u društveno odgovornom poduzeću nego prirodnoj ribi koja nije iz uzgoja“ odbacuje. Utvrđuje se da iako je dio potrošača upoznat s društveno odgovornom praksom u poslovanju poduzeća, većina njih se bez obzira na pozitivne elemente koje donosi društveno odgovorno poslovanje ipak ne odlučuje za kupnju proizvoda iz ekološkog uzgoja. Također, zaključuje se i da oglašavanje o društveno odgovornim aktivnostima može imati ključnu ulogu kod povećanja kupnje ekoloških proizvoda.
Abstract (english) By applying the concept of socially responsible business, business entities try to voluntarily increase the standards of prescribed laws in business and thereby achieve a positive effect on society and the environment. Also, the application of this concept affects consumers. In addition to conventional products, there are also ecological products on the market produced by socially responsible companies, and the consumer's decision to buy between the two types of products depends on several elements.
In order to understand the impact of socially responsible business on consumer behavior, the application and impact of the concept was analyzed based on examples of good socially responsible practices and research on consumer attitudes when purchasing products.
The company Cromaris d.d. Zadar, as the market leader in fish processing in the Republic of Croatia, is presented as an example of a company that applies the concept of socially responsible business, and empirical research on the impact of socially responsible business was conducted on a sample of 58 respondents through online forms and direct interviews in two fish shops. Key information was obtained on the basis of which the hypothesis "Consumers are more inclined to buy fish from organic farming produced in a socially responsible company than natural fish that is not farmed" is rejected. It is established that although some consumers are familiar with socially responsible practices in the company's operations, most of them, regardless of the positive elements brought by socially responsible business, still do not decide to buy products from organic farming. It is also concluded that advertising about socially responsible activities can play a key role in the purchase of ecological products.
Keywords
utjecaj društveno odgovornog poslovanja
kupovno ponašanje potrošača
ekološki uzgoj
donošenje odluke o kupnji
oglašavanje o društveno odgovornim aktivnostima
Keywords (english)
the impact of socially responsible business
consumer buying behavior
ecological farming
making a purchase decision
advertising about socially responsible activities
Language croatian
URN:NBN urn:nbn:hr:137:816496
Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Management and Entrepreneurship Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource Text
File origin Born digital
Access conditions Open access
Terms of use
Created on 2023-01-16 14:08:19