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Čimbenici koji utječu na namjeru kupovine ekoloških proizvoda - kontekst hrvatskih i švedskih potrošača
http://rightsstatements.org/vocab/InC/1.0/ info:eu-repo/semantics/restrictedAccess
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Title:
Čimbenici koji utječu na namjeru kupovine ekoloških proizvoda - kontekst hrvatskih i švedskih potrošača
Author:
Dropulić, Branka
Subjects:
DRUŠTVENE ZNANOSTI
;
Ekonomija
Description:
Zbog negativnog utjecaja potrošnje i proizvodnje na okoliš, održivost je postala imperativ; potrošačima kao način života, a poduzećima kao način poslovanja. Iako postoji paradoks između potrošnje i zaštite okoliša, odgovorno ponašanje poduzeća prema prirodi i budućim generacijama kao i odgovorna potrošnja, trebali bi biti među osnovnim ciljevima potrošačkog društva. Ekološki proizvodi postaju zastupljeniji u svim kategorijama, ali je njihovo definiranje i dalje složeno budući da ne postoji takav proizvod koji u barem jednom dijelu svog životnog ciklusa nije štetan za okoliš,pa se ekološkim proizvodima smatraju oni koji imaju najmanje negativan utjecaj na okoliš. Uvođenje ekoloških proizvoda za poduzeća predstavlja točku diferencijacije te omogućava pristup segmentu zelenih potrošača. Taj rastući segment potrošača važan je za poduzeća zbog obilježja kao što su viša platežna moć, viši stupanj obrazovanja, rano usvajanje inovacija i lojalnost. Bolje razumijevanje njihovih obilježja i čimbenika koji utječu na njihove kupovne odluke od iznimne je važnosti kako bi poduzeća iskoristila mogućnosti koje pruža segment zelenih potrošača. Zbog toga se ovim radom istražuju čimbenici koji utječu na namjeru kupovine tako da se obilježja ekoloških proizvoda promatraju kroz elemente marketinškog miksa, a potrošačima se uz demografske karakteristike dodaju dva psihografska obilježja; ekološka osviještenost i percipirana mogućnost djelovanja. Kako bi se ispitao utjecaj navedenih čimbenika na namjeru kupovine, primarno istraživanje provedeno je na uzorku švedskih i hrvatskih potrošača. Nakon provedbe primarnog istraživanja može se zaključiti da postoje značajne razlike između te dvije skupine te da je čimbenik koji kod obje skupine utječe na namjeru kupovine percipirana viša kvaliteta ekoloških proizvoda i ekološka osviještenost. Također, u oba uzorka se pokazalo da percipirana viša cijena ne smanjuje namjeru kupovine ekoloških proizvoda. Za poduzeća to implicira da je kvaliteta obilježje proizvoda koje ne smiju narušiti budući da je značajno za donošenje odluke o kupovini zelenih potrošača i neovisno o kulturološkom i gospodarskom okruženju te da su ekološki osviješteni potrošači u spremni platiti premijsku cijenu za ekološke proizvode. Awareness about negative impact of consumption and production on environment has set sustainability as an imperative both for consumers as a lifestyle and for companies as the way of conducting business. Despite the paradox between consumption and environment protection, responsible production and consumer behaviour should present one of the main priorities of consumer society. Green products have become widespread in all product categories, but it is still complex to define them due to the fact that there is no such a product that has zero impact on environment during its lifecycle. Hence, green products are the ones with the lowest negative impact on environment. Introducing green products is beneficial for companies because it presents point of differentiation and allows access to the segment of green consumers. This growing market segment is important for companies due to their characteristics such as high purchasing power, high level of education, early adoption of innovation and loyalty. Deeper understanding of their characteristics and factors that influence their purchasing decisions is of great importance for companies. Having taken that into consideration, this paper examines factors that influence green purchase intentions. Green product characteristics are defined through the concept of marketing mix while green consumers are defined according to their demographics and two psychographic variables: environmental awareness and perceived consumer effectiveness. In order to examine previously mentioned factors they are observed in two countries: Croatia and Sweden. After conducting primary research the conclusion is that there are some significant differences between two countries. However, two factors are equally important to both consumer groups: perceived higher product quality and environmental awareness. Furthermore, both groups are willing to pay premium price for green products. Findings of the research implicate that companies should not compromise on quality of their green products since it significantly affects purchase intentions for both groups of consumers and that they should use premium price which green consumers are willing to pay regardless of their cultural background.
Publisher:
Sveučilište u Zagrebu. Ekonomski fakultet
Creation Date:
2015
Language:
Croatian
Source:
DABAR Digital Academic Archives and Repositories
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