prikaz prve stranice dokumenta Primjena zelenog marketinga
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master's thesis
Primjena zelenog marketinga
Diplomski rad
2020. urn:nbn:hr:145:109317
Krivić, Hana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek

Cite this document

Krivić, H. (2020). Primjena zelenog marketinga : Diplomski rad (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:109317

Krivić, Hana. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:109317

Krivić, Hana. "Primjena zelenog marketinga : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:109317

Krivić, H. (2020). 'Primjena zelenog marketinga : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 19 March 2023, https://urn.nsk.hr/urn:nbn:hr:145:109317

Krivić H. Primjena zelenog marketinga : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2020 [cited 2023 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:109317

H. Krivić, "Primjena zelenog marketinga : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:109317

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Metadata
TitlePrimjena zelenog marketinga : Diplomski rad
AuthorHana Krivić
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Osijek
Defense date and country2020-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom je radu razmatrana percipiranost zelenog marketinga u svijesti potrošača. Uz definiranje teorijskih postavki zelenog marketinga te provođenja istraživanja na temu percipiranosti zelenog marketinga u svijesti potrošača, razmatran je i koncept društveno odgovornog poslovanja suvremenih poslovnih subjekata. Ukoliko žele uspjeti u suvremenim uvjetima poslovanja, suvremeni poslovni subjekti u svoje poslovanje moraju implementirati koncepciju društveno odgovornog marketinga. Razlozi za implementaciju koncepcije društveno odgovornog marketinga prvenstveno su dugoročno orijentirani te se odnose na ostvarivanje konkurentske prednosti, reduciranja troškova poslovanja kao i jačanja kvalitete života lokalne zajednice. Unatoč korisnostima proizašli iz implementacije društveno odgovornog marketinga, prema rezultatima provedenog istraživanja, sudionici istraživanja smatraju kako poslovni subjekti ekološki proizvedenih proizvoda u nedovoljnoj mjeri koriste potencijal zelenog marketinga. Dobiveni rezultati su ujedno ukazali i na nedovoljnu ekološku osviještenost sudionika istraživanja.
Abstract (english)
This paper discusses the perception of green marketing in consumer awareness. In addition to defining the theoretical settings of green marketing and conducting research on the perception of green marketing in the minds of consumers, the concept of socially responsible business of modern businesses has been considered. If they want to succeed in contemporary business conditions, modern business entities must implement the concept of socially responsible marketing in their business operations. The reasons for the implementation of the concept of socially responsible marketing are primarily long-term oriented and relate to achieving competitive advantage, reducing business costs and enhancing the quality of life of the local community. Despite the benefits derived from the implementation of socially responsible marketing, according to the results of the research conducted, the research participants believe that the businesses of green products do not sufficiently utilize the potential of green marketing. The results obtained also indicated the lack of environmental awareness of the research participants. Key words:
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:109317
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-01-19 11:32:23