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master's thesis
Zeleni marketing kao osnova konkurentske prednosti
2021. urn:nbn:hr:151:735598
Marinčić, Gabrijela
Josip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechnical Sciences Osijek
Department of Bioeconomics and Rural Development

Cite this document

Marinčić, G. (2021). Zeleni marketing kao osnova konkurentske prednosti (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:151:735598

Marinčić, Gabrijela. "Zeleni marketing kao osnova konkurentske prednosti." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:151:735598

Marinčić, Gabrijela. "Zeleni marketing kao osnova konkurentske prednosti." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:151:735598

Marinčić, G. (2021). 'Zeleni marketing kao osnova konkurentske prednosti', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, accessed 29 January 2025, https://urn.nsk.hr/urn:nbn:hr:151:735598

Marinčić G. Zeleni marketing kao osnova konkurentske prednosti [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek; 2021 [cited 2025 January 29] Available at: https://urn.nsk.hr/urn:nbn:hr:151:735598

G. Marinčić, "Zeleni marketing kao osnova konkurentske prednosti", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:151:735598

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Metadata
TitleZeleni marketing kao osnova konkurentske prednosti
Title (english)Green marketing as the basis of competitive advantage
AuthorGabrijela Marinčić
MentorRužica Lončarić (mentor)
Committee memberTihana Sudarić (predsjednik povjerenstva)
Committee memberIgor Kralik (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechnical Sciences Osijek
(Department of Bioeconomics and Rural Development)
Osijek
Defense date and country2021-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Economics
Abstract
Čovjek je dio prirode i svojim djelovanjem utječe na njezino onečišćenje koje je postalo alarmantno. Zemlja koju nasljeđuju buduće generacije u sve je lošijem stanju. Svi smo svjesni posljedica dosadašnjeg načina života koji nam je prešao u naviku, pa promjene teku sporije. Danas se o tome više govori u medijima, naglašavajući probleme i rješenja koja bismo trebali poduzeti. Ljude se potiče na odgovorno i svjesno ponašanje kako prema okolišu tako i prema drugima. Međutim, u taj razvoj trebamo ulagati svi zajedno te obrazovati mlade kako bi postali zdravi i svjesni ljudi. Jedni drugima trebamo biti primjer. Tu ulogu imaju i poduzeća koja svoje proizvode nude potrošačima. Ona poduzeća koja se odluče na zeleno poslovanje uz održivo i odgovorno poslovanje ostvaruju konkurentsku prednost i veći profit. Provedenom anketom cilj je bio utvrditi stavove mladih potrošača prema zelenom marketingu, proizvodima, njihovu spremnost na kupnju i potrošnju istih. Utvrđeno je da je 51 % upoznat s pojmom zelenog marketinga, dok zelene proizvode redovito kupuje tek 7 % ispitanika. Međutim, porastom vlastitog dohotka 66 % ispitanika kupovali bi zelene proizvode, što ne iznenađuje obzirom da se najveći broj ispitanika izjasnio da zbog više cijene zelenih proizvoda biraju one konvencionalne
Abstract (english)
Human being is a part of nature and with his acts he influences nature's pollution, which has become alarming. The Earth, which future generations will inherit, continues getting worse. We are all aware of consequences current way of living caused, which has become our habit, so changes are happening slowly. Today, media talk about it much more, emphasizing problems and solutions that we should take. People are encouraged to behave responsible and consciously toward enviroment and toward others. However, we should invest together in this development and educate youth so they can become health and conscious. We should be an example to each other. This is also the role of companies that offer their products to consumers. Companies that opt for green business with sustainable and responsible business achieve competitive advantage and higer profit.The aim of the survey was to determine attitudes of young consumers toward green marketing, products, their willingness to buy and consume them. Survey has shown that 51 % of young consumers are familiar with the term green marketing, while only 7 % of young consumers buy green products regurarly. However, with an increase of their own income, 66 % of respondents would buy green products, which does not surprise taking into account that the majority of respondents said that because of higher price of green products they choose conventional ones.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:151:735598
Study programmeTitle: Agroeconomics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/ magistra inženjer/inženjerka agroekonomika (magistar/ magistra inženjer/inženjerka agroekonomika)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Public notediplomski rad
Created on2021-09-29 08:23:51