Consumers acceptance of green products

Ovim radom nastojalo se pobliže definirati pojam te istaknuti obilježja i temeljna načela zelenog marketinga. Pored definicije zelenog potrošača, prikazana je segmentacija te istaknuta važnost razumijevanja i ponašanja zelenog potrošača uz opis čimbenika koji utječu na odluku u kupovini. Također je objašnjen zeleni marketinški miks te su prikazani čimbenici navedenog. Naglašen je zeleni proizvod, zeleno pakiranje i prikazane su ekološke oznake za koje je Republika Hrvatska nadležna. Uz navedeno, govori se i o zelenim cijenama te promociji i distribuciji zelenog proizvoda. Cilj ovog rada bio je istražiti postoji li prihvaćenost zelenih proizvoda od strane potrošača. S toga se u ovom radu nalazi anketa provedena od strane autora uz pomoć Internet upitnika na uzorku od 131 ispitanika. Istraživanjem se mjerilo potrošačevo znanje, stav i aktivnost u vezi zelenih proizvoda nakon čega se analizom ankete utvrdilo postoji li prihvaćenost zelenih proizvoda od strane potrošača.The aim of this thesis was to define the concept, characteristics and basic principles of green marketing more closely. In addition to the definition of a green consumer, the importance of understanding and behavior of a green consumer is highlighted, along with a description of factors influencing the buying decision. A green marketing mix has also been explained together with its impact. Green product and green packaging are also highlighted, and ecological labels are shown for which the Republic of Croatia is in charge. In addition, green prices are also being discussed together with promotion and distribution of green products. Also, the aim of this thesis was to investigate whether there is consumer acceptance of green products. Survey was conducted by the author with the help of an internet survey on a sample of 131 respondents. This survey has measured consumers knowledge, attitude and activity in relation to green products, followed by analysis of results, whether there is consumer acceptance of green products