ENVIRONMENTAL AWARENESS OF CROATIAN CONSUMERS : Graduate paper

Briga o vlastitom zdravlju i očuvanju okoliša raste iz godine u godinu, isto tako, sve veći dio potrošača upravo iz razloga zaštite vlastitog zdravlja poseže sa zdravijim načinom života. Kao posljedica toga, sve je veća potražnja za ekološkim proizvodima. Ekološka proizvodnja i tržište ekoloških proizvoda, sve je šire i veće iz godine u godinu. Od hrane, kozmetike, preko tekstila, sredstava za čišćenje pa sve do namještaja, izbor ekoloških proizvoda sve je širi. Mlade generacije sve češće kupuju i konzumiraju ekološke proizvode s ciljem očuvanja i zaštitu sebe samih, ali i očuvanja okoliša. U ovom radu prikazat ćemo kolika je osviještenost potrošača kada je riječ o kupovini ekoloških proizvoda, na temelju prikupljenih podataka analizirati ćemo navike i preferencije potrošača prilikom odluke o kupovini ekoloških i konvencionalnih proizvoda, analizirati ćemo karakteristike i osobitosti ekološke proizvodnje. Prilikom prikupljanja podataka provedeno je istraživanje na uzorku od 111 ispitanika putem anketnog upitnika koji je bio anoniman i dobrovoljan za sve ispitanike, a u svrhu prikupljanja njihovih mišljenja i stavova. Anketni upitnik proveden je online i na društvenim mrežama. Iz rezultata provedene ankete zaključujemo kako je većina mlađe populacije upoznata sa ekološkim proizvodima i njihovim karakteristikama no još je uvijek prisutna nedovoljna informiranost o istima. Većina ispitanika potvrdila je kako od ekoloških proizvoda najčešće kupuje hranu i kozmetiku, dok su im ostale vrste ekoloških proizvoda još uvijek nepoznate.Concern for one’s own health and preservation of the environment is growing from year to year, and an increasing number of consumers are reaching for a healthier lifestyle precisely for the sake of protecting their own health. As a result, there is a growing demand for organic products. Organic production and the market of ecological products is wider and bigger from year to year. From food, cosmetics, textiles, cleaning products to furniture, the choice of organic products is growing. Young generations are increasingly buying and consuming organic products with the aim of preserving and protecting themselves, but also preserving the environment. In this paper we will show how much consumer awareness is when it comes to buying organic products, based on the collected data we will analyze the habits and preferences of consumers when deciding to buy organic and conventional products, we will analyze the characteristics and features of organic production. When collecting data, a survey was conducted on a sample of 111 respondents through a survey questionnaire that was anonymous and voluntary for all respondents, in order to collect their opinions and views. The survey questionnaire was conducted online and on social networks. From the results of the cunducted surveys, it is concluded that the majority of the younger population is familiar with organic products and their characteristics, and there is still insufficient information about them. Most respondents confirmed that organic products most often buy food and cosmetics, while other types of organic products are still unknown