master's thesis
Green marketing

Ana Roguljić (2015)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Poljoprivredni fakultet
Zavod za Agroekonomiku
Metadata
TitleZeleni marketing
AuthorAna Roguljić
Mentor(s)Igor Kralik (thesis advisor)
Abstract
Marketing kao disciplina uvijek prati društveno-ekonomski razvitak i odraz je postojećih društveno-ekonomskih odnosa, te sukladno tome u uvjetima rastuće ekološke svijesti dolazi do pojave novoga segmenta potrošača takozvanih zelenih potrošača, a time se javlja i zeleni marketing. Zeleni je marketing naziv za marketinške napore usmjerene na zadovoljavanje želja potrošača vezanih uz zaštitu okoliša. Zeleni ili marketing okoliša sastoji se od svih aktivnosti oblikovanih da generiraju i omogućavaju bilo koju razmjenu u cilju zadovoljenja ljudskih potreba ili želja, na način da zadvoljenje tih potreba i želja ima minimalno štetan utjecaj na prirodni okoliš. Usvajanje koncepta zelenoga marketinga u cijelosti, ili samo u nekim njegovim dijelovima, svjedoči o kvalitetnom pristupu poslovanju, o promišljanju i nastojanju poduzeća da se diferencira od konkurencije i na bolji način zadovolji potrebe i želje tržišnih skupina. Zeleni potrošači se definiraju kao osobe koje donose odluku o nabavljanju i ne nabavljanju proizvoda najmanjim dijelom temeljenu na brizi za okoliš ili socijalnim kriterijima. U ovom radu se govori o pojmu zeleni marketing, njegovim strategijama, zelenim potrošačima i njihovim navikama te se izlažu rezultati istraživanja o ulozi, percepciji i upoznatosti potrošača o strategiji zelenog marketinga.
Keywordsgreen marketing green consumers eco Republic of Croatia
Parallel title (English)Green marketing
Committee MembersRužica Lončarić
Tihana Sudarić
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Poljoprivredni fakultet
Lower level organizational unitsZavod za Agroekonomiku
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineBIOTECHNICAL SCIENCES
Agronomy
Economics
Study programme typeuniversity
Study levelgraduate
Study programmeAgroeconomics
Academic title abbreviationmag. ing. agr.
Genremaster's thesis
Language Croatian
Defense date2015-09-17
Parallel abstract (English)
Marketing as a discipline is always accompanied by socioeconomic development and is a reflection of the existing socio-economic relations. In accordance with that,under the conditions of growing environmental consciousness a new segment of consumers –the green consumers emerges, and thus the green marketing occurs. Green marketing is the name for marketing efforts aimed at satisfying consumers desires related to environmental protection. Green or environmental marketing consists of activities designed to generate and enable any exchanges in order to satisfy human needs or desires in a way that satisfying these needs and desires has a minimum detrimental effect on the natural environment. The adoption of the green marketing concept as a whole, or only in some of its parts, testifies the high quality approach to business, consideration and determination of the company to differentiate itself from the competition and meeting the needs and desires of market groups more effectively. Green consumers are defined as those who make the decision about how to obtain or not to obtain the product at least in part based on concern for the environmental or social criteria. This paper discusses the concept of green marketing, its strategies, green consumers and their habits. It presents the results of research on the role, the perception and awareness of consumers on the green marketing strategy.
Parallel keywords (Croatian)zeleni marketing zeleni potrošači eko Republika Hrvatska
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Notediplomski rad
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:151:807153
CommitterJosipa Vrbanić