Ekološka svjesnost hrvatskih potrošača : Diplomski rad

Ekološka svjesnost hrvatskih potrošača zadnjih godina je postala sve prisutnija tema, ali i poslovna prilika u mnogim segmentima. Krajem dvadesetog stoljeća potrošač nakon proživljene industrijalizacije koja se isključivo koncentrirala na inovativne proizvode, načine obrade, nove materijale u svim aspektima gospodarstva sporim, ali sigurnim korakom doživljava preobražaj u percepciji prema okolišu, ali i prema svom organizmu. Kada je riječ o preobražaju u percepciji, podrazumijeva se mijenjanje s aspekta s konzumerizma na aspekt dugoročne održivosti, odnosno sve veću prisutnost ekologije u ekonomskim znanostima, osobito marketingu. Kod hrvatskih potrošača raste trend ekološke orijentacije, bilo da se radi o prehrani, recikliranju ili proizvodima široke potrošnje. Potencijal prepoznaju gospodarski subjekti koji svoju ponudu proizvoda okreću prema toj navedenoj skupini kao ciljanim potrošačima. Upravo zbog svog dugoročnog potencijala kako za čovjeka tako i za okoliš, u ovom radu je obrađena tema ekološke svjesnosti potrošača. U prvom djelu rada obrađena je teorijskim činjenicama, gdje su se promatrali modeli ponašanja potrošača, ekologija kao pojam pa sve do relativno novog, ali iznimno interesantnog pojma ekološke inteligencije. Drugi dio rada se odnosi na praktični dio u kojem su analizirani rezultati istraživanja provedenih na nasumično odabranoj skupini ljudi na temu ekološke svjesnosti.Environmental awareness of Croatian consumers has become an increasingly popular topic in recent years, as well as a business opportunity in many segments. At the end of the 20th century the consumer was experiencing industrialization, which was exclusively concentrated on innovative products, methods of processing and new materials in all aspects of the economy. Not only it was experiencing a transformation in perception towards the environment, but also towards itself. When it comes to transformation in perception point of view, it means changing aspect from a consumerism perspective to a long-term sustainability aspect, which means the growing presence of ecology in the economic sciences, especially marketing. Furthermore, there is a growing trend of ecological orientation among Croatian consumers, whether it is food, recycling or consumer goods. The potential is recognized by the economical operators who turn their product offerings towards that specified group as targeted consumers. Therefore, because of its long-term potential for both human and the environment the environmental consumer awareness is addressed in this thesis. The first part of thesis deals with theoretical facts, where the models of consumer behavior were observed, ecology as a term, and all down to a relatively new but extremely interesting concept of ecological intelligence. The second part of thesis deals with the practical part, which analyzes the results of research conducted on a randomly selected group of people on the topic of environmental awareness