Consumerism in Slovenia: Research and comparison of consumption in the case of a family from Slovenia (Črni Vrh nad Idrijo) and Croatia (Zadar)

Magistrsko delo zajema teoretsko opredelitev potrošnje in materialne kulture. Le ta se najbolj opira na delih Daniela Millerja. Terenska raziskava je osredotočena na primerjavi potrošnje dveh družin. Družini z dvema otrokoma sta geografsko na različnih lokacijah: Črni Vrh nad Idrijo v Sloveniji ter Zadar na Hrvaškem. Družini se po potrošnji ne razlikujeta veliko. Tako v Sloveniji kot na Hrvaškem hiter slog življenja diktira potrošniške navade. Za hrano trošimo največ denarja, saj jo za preživetje nujno potrebujemo. Hrane si v večjem obsegu običajni potrošnik ne prideluje doma, pri čemer moji sogovorniki ne odstopajo od povprečja. Še vedno v potrošniku ostaja želja po zdravi in ne procesirani hrani, ki je dobra za počutje in zdravje. Tako posegajo po živilih lokalnih pridelovalcev in kupujejo hrano, ki je bila pridelana blizu njih ali vsaj v njihovi državi. Občutek, da delamo dobro za naravo in gospodarstvo, ko kupujemo lokalno pridelano hrano, izkoristijo tudi velike trgovske verige, ki posebno oglašujejo lokalno pridelano hrano. V delu bo nazorno nakazan ter s terenskimi ugotovitvami podkrepljen tudi vpliv oglaševanja na potrošnike. Reklamni oglasi in letaki na odrasle potrošnike ne vplivajo. Nanje vplivajo že prej omenjene oznake geografskega porekla. Poleg nujno potrebne hrane običajni potrošnik troši tudi na oblačilih, za katere običajno skrbijo ženske. Tako kot skrbijo tudi za okrasitev doma.The master\u27s thesis covers the theoretical definition of consumption and material culture. This one relies most heavily on the works of Daniel Miller. The field research focuses on comparing the consumption of two families. Families with two children are geographically located in different locations: Črni Vrh in Slovenia and Zadar in Croatia. Families do not differ too much in consumption. In both, Slovenia and Croatia, fast lifestyles dictate consumer habits. We spend the most money on food because it is imperative to survive. Larger consumers are no longer producing food at home, and my interlocutors are no longer average. The desire for healthy and unspoiled food that will ensure well-being and health remains in the consumer. Thus, they reach out to the food of local growers and buy food grown near them, or at least in their own country. The feeling that we are doing good for nature and the economy when we buy locally produced food is also taken advantage of by the large retail chains that offer home grown Slovenian or Croatian food. The work will clearly illustrate and reinforce the impact of advertising on consumers through field findings. Ad consumers and flyers are not affected by adult consumers. However, the geographical indications already mentioned above affect them. In addition to essential food, the average consumer also spends on clothing that women usually care about. As well as taking care of the home decor