CONSUMER PERCEPTION ON ENVIRONMENTAL RESPONSIBILITY AND THEIR ENVIRONMENTALLY RESPONSIBLE BEHAVIOR

Ekološka odgovornost pojedinaca, pa tako i potrošača je svakim danom sve potrebnija. Postoje mnogi razlozi za poboljšanje ekološke odgovornosti, od očuvanja obnovljivih resursa za buduće generacije, do brige za zdravlje kako budućih, tako i sadašnjih generacija. Da bi pojedinac povećao razinu svoje ekološke odgovornosti i ekološke aktivnosti, potrebna su mu stalna informiranja o pozitivnim ishodima takvih aktivnosti koja sve češće dolaze od raznih ekoloških organizacija. Potrošači koji sebe smatraju ekološki odgovornim, imaju pozitivan stav prema informiranju, kupnji ekoloških proizvoda, te recikliranju s ciljem povećanja razine zaštite okoliša za buduće generacije. Kada se govori o ekološkoj odgovornosti, postoji nekoliko razloga za zabrinutost. Neki od tih razloga tiču se zdravlja ljudi i povećanih troškova koji proizlaze iz ekološke neodgovornosti čitave zajednice. Kako posljedice ne bi bile još više negativnije, počeli su se stvarati određeni trendovi koji uvelike pomažu ekološkom očuvanju, te njihovi pozitivni učinci su svakim danom prepoznati i sve više prihvaćeni od sve većeg broja ljudi. Neki od tih trendova obuhvaćaju sve češće korištenje električnih automobila kako bi se smanjila emisija štetnih plinova, korištenje biokozmetike koja ne sadrži štetne kemijske tvari koje uporabom ulaze u čovjekov organizam, ekoturizam koji daje drugačiju dimenziju življenja u odnosu na svakodnevni život ljudi. Anketnim istraživanjem na uzorku od 172 ispitanika došlo se do zanimljivih zaključaka vezanih za percepciju potrošača o ekološkoj odgovornosti i njihovom ekološki odgovornom ponašanju. Podaci pokazuju kako je veliki dio ispitanika svjestan koliko je ekološka odgovornost važna, ali kada dođe vrijeme za poduzimanje konkretnijih akcija tada se često oslanjaju na svoju financijsku situaciju u kućanstvu. Rezultati provedenog anketnog istraživanja pokazuju kako je potrošačima potrebna viša razina informiranja o negativnim posljedicama zanemarivanja ekološke odgovornosti.The environmental responsibility of individuals, including the consumer is every day more and more needed. There are many reasons for the improvement of environmental responsibility, preservation of renewable resources for future generations to care for the health of that future, and the present generation. In order for an individual increased the level of its environmental responsibility and environmental activities, required his constant information about the positive outcomes of such activities, which are increasingly coming from various environmental organizations. Consumers who consider themselves environmentally responsible, have a positive attitude towards information, purchasing environmentally friendly products, and recycling to increase the level of environmental protection for future generations. When we talk about environmental liability, there are several reasons for concern. Some of these reasons are related to human health and the increased costs arising from environmental irresponsibility of the whole community. As the consequences would be even more negative, they began to create certain trends that greatly help environmental preservation, and their positive effects are recognized every day and more and more accepted by an increasing number of people. Some of these trends include increasingly use of electric cars to reduce emissions, use of biokozmetika that do not contain harmful chemicals that enter the use of the human organism, ecotourism, which gives a different dimension of life in relation to the daily lives of people. Survey research conducted on a sample of 172 respondents resulted in some interesting conclusions on the perception of consumers about environmental responsibility and their environmental responsibile behavior. Data show that a large proportion of respondents is aware of how environmental responsibility is important, but when it comes time to take concrete action then often rely on the financial situation of their household. The results of the survey show that consumers need a higher level of information on the negative consequences of neglecting the environmental responsibility