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master's thesis
Primjena zelenog marketinga
Diplomski rad
2022. urn:nbn:hr:145:115567
Jozić, Ivona
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Jozić, I. (2022). Primjena zelenog marketinga : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:115567

Jozić, Ivona. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:115567

Jozić, Ivona. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:115567

Jozić, I. (2022). 'Primjena zelenog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:115567

Jozić I. Primjena zelenog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:115567

I. Jozić, "Primjena zelenog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:115567

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Metadata
TitlePrimjena zelenog marketinga : Diplomski rad
Title (english)Application of green marketing : Graduate paper
AuthorIvona Jozić
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zeleni marketing novi je marketinški pravac djelovanja kada se radi o zelenim proizvodima. Zeleni proizvodi oni su proizvodi čijim korištenjem ne šteti se okolišu, već se na jedan način kroz briguo okolišu, potiče i briga prema samim potrošačima. Proizvodi zelenog marketinga prilagođeni su potrebama potrošača i proizvodi su obilježeni različitim oznakama kako bi potrošači znali da se radi o proizvodima pogodnih za okoliš. Prilikom stvaranja proizvoda zelenog marketinga, potrebno je obratiti pažnju na njegov dizajn, prethodno navedenim oznakama i na koji način je potrebno pozicionirati proizvod kako bi potakao interes u potrošača. Uz same proizvode zelenog marketinga veže se i društveno odgovorno poslovanje te održivi razvoj poduzeća. Kako bi analiza potrošača bila što uspješnija, potrebno je prvo shvatiti tko su to ''zeleni potrošači'', na koji način je provedena segmentacija tržišta i kojom strategijom je njima najbolje pristupiti. S obzirom da su ovi proizvodi relativno nepoznati potrošačima, primarno istraživanje provedeno među stanovnicima Republike Hrvatske daje bliži uvid u samo poznavanje proizvoda zelenog marketinga i na koji način boljim pozicioniranjem ovi proizvodi mogu biti bliži potrošačima.
Abstract (english)
When it comes to green products, green marketing is a new marketing direction Green products are products which use does not harm the environment, but also in one way, products through care for the environment, care for the consumers themselves is encouraged. Green marketing products are adapted to the needs of consumers and the products are marked with different labels so that consumers know that they are environmentally friendly products. When creating a green marketing product, it is necessary to pay attention to its design, the previously mentioned labels and how the product should be positioned in order to stimulate the interest of the consumer. Along with the green marketing products themselves, socially responsible business and the sustainable development of the company are also connected. In order for the consumer analysis to be as successful as possible, it is first necessary to understand who the "green consumers" are, how the market segmentation was carried out and which strategy is the best to approach them. Given that these products are relatively unknown to consumers, the primary research conducted among the inhabitants of the Republic of Croatia gives a closer insight into the knowledge of green marketing products and how these products can be closer to consumers through better positioning.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:115567
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-10 16:06:14