Title Organizacija i provedba zelenog marketinga
Title (english) Organization and implementation of green marketing
Author Helena Lah
Mentor Zdravko Tolušić (mentor)
Committee member Zdravko Tolušić (predsjednik povjerenstva)
Committee member Branko Matić (član povjerenstva)
Committee member Davorin Turkalj (član povjerenstva)
Granter Josip Juraj Strossmayer University of Osijek Faculty of Economics in Osijek (Chair of Management, Organization and Entrepreneurship) Osijek
Defense date and country 2019-01-21, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Marketing
Abstract Ovim radom željela sam pružiti informacije o zelenim potrošačima i zelenom marketingu koji
postaje važan čimbenik poslovanja. Promjene u društvu, okruženju, ekonomskom poslovanju
i tehnologiji dovode do sasvim novih načina razmišljanja potrošača, ali i proizvođača koji žele
proizvesti proizvode prema potrebama i željama potrošača vodeći pri tome računa o zaštiti
okoliša. Zeleni marketing uključuje niz aktivnosti kao što su modifikacija proizvoda,
promjene u procesu proizvodnje, promjene u ambalaži kao i novi način oglašavanja.
Konkurentska prednost je jedna od najvećih prednosti usvajanja zelenog marketinga, a stječu
je ona poduzeća čiji su ciljevi održivost, ulaganje u inovacije te briga za okoliš. Također,
dobra segmentacija tržišta, ciljanje tržišta i pozicioniranje poduzeća može dovesti proizvođače
do zelenih potrošača, te pritom proizvođači mogu ostvariti svoj profit kao i brinuti za okoliš i
život budućih generacija.
Govorit ću o zelenom marketinškom spletu koji se sastoji od zelenog proizvoda, ambalaže,
cijene i marketinške komunikacije, a oni čine temelj za razumijevanje karakteristika potrošača
i njihovo ponašanje zahtjeva iznimne napore marketinških stručnjaka. Sve je više zelenih
potrošača koji su u sebi probudili svijest o očuvanju okoliša, te se prema njima okreće tržište
primjenjujući pri tome proizvodnju sukladnu zaštiti okoliša, proizvodnju bez štetnih tvari (eko
proizvodnja), bez ispušnih plinova, bez crpljenja i tako već oskudnih prirodnih resursa.
Poduzeća poput Biovege i Toyote prepoznali su brigu za okoliš te proizvodnjom svojih
proizvoda poput hibridnih automobila, hrane proizvedene bez štetnih tvari, materijala koji se
mogu reciklirati uvelike privlače sve veći broj potrošača, i to zelenih potrošača. Također,
zeleni proizvodi poput pametnih klupa, punjača za mobitel pomoću biljaka tek postaju
apsolutni hit i čekaju svoj procvat.
Abstract (english) With this work I wanted to provide information about green consumers and green marketing,
which is becoming an important business factor. Changes in society, in the environment, in
business and technology lead to completely new ways in how consumers think, but also of the
producers who want to produce products according to consumer needs and wishes, taking
environmental protection into account. Green marketing includes a number of activities such
as product modification, changes in the production process, packaging changes and a new
way of advertising.
The competitive advantage is one of the biggest advantages of adopting green marketing and
it is acquired by companies whose goals are sustainability, the investment in innovation and
looking after the environment. Also, good market segmentation, market orientation and
company positioning can lead producers to green consumers, while manufacturers can earn
their profits as well as take care of the environment and the lives of future generations.
I'm going to talk about the green marketing mix that consists of green products, packaging,
price and marketing communications which are the basis for understanding consumer
characteristics and their behavior requires exceptional marketing experts. There are more
and more green consumers who have become aware of the importance of environment
protection and markets are meeting customer demands by applying environmentally-friendly
production, the production without harmful substances (eco-production), without exhaust
gases, without depleting natural resources which are already scarce.
Companies such as Biovege and Toyota have recognized environmental concerns and the
production of their products such as hybrid cars, food produced without harmful substances,
recyclable materials is attracting a growing number of consumers, especially green
consumers. Also green products such as smart benches, a plant-powered device for charging
mobile phones are just becoming an absolute hit and are waiting to flourish.
Keywords
zeleni marketing
zeleni potrošači
zeleno poslovanje
zeleni marketinški splet
zeleni proizvod
Biovega
Keywords (english)
green marketing
green consumers
green business
green marketing mix
green product
Biovega
Language croatian
URN:NBN urn:nbn:hr:145:497692
Study programme Title: Marketing Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource Text
File origin Born digital
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Created on 2019-02-12 16:33:44