Environmentally friendly and socially responsible consumer behavior

U ovome radu obrađena je problematika mladih osoba i njihovo ponašanje uz kupovinu ekološko i društveno odgovornih proizvoda. Može se reći da promjene u okruženju i društvu, tehnologiji i ekonomskom razvoju izravno utječu i na promjene te potrebe potrošača, a samim time i na promjene poslovanja poduzeća. Ekološka kupovina različitih proizvoda, ekološke promjene i sama osviještenost potrošača uveliko utječu na zagađenje, odnosno očuvanje okoliša, i stoga se može reći da i malim pomacima mladih osoba oni stvaraju segment ekološki odgovornih potrošača. Društveno odgovoran ne znači samo ispunjavati zakonske obaveze već bi trebalo i investirati u ljudski kapital, okoliš, te mladim osobama omogućiti veću informiranost što se tiče ekološke osviještenosti i društveno odgovornog ponašanja. S jedne strane može se jasno primijetiti da investiranje u tehnologije koje nisu opasne za okoliš mogu također doprinijeti kompetitivnosti poduzeća i društveno odgovornom ponašanju, stoga i samo ulaganje u edukaciju, radne uvjete te usvajanje dobrih odnosa sa zaposlenicima također se može doprinijeti produktivnosti. Provedeno istraživanje o ponašanju potrošača prilikom kupovine ekoloških i društveno odgovornih proizvoda pokazalo je da su ispitanici ekološki odgovorni, da nastoje kupovati proizvode koji ne štete okolišu, te su spremniji izdvojiti više novca za kupnju proizvoda koji su proizvedeni na ekološki prihvatljiv način.In this paper is handled, the problems of young people and their behavior with the purchase of ecological and socially responsible products. It can be said that changes in the environment and society, technology and economic development directly affect both the changes and the needs of consumers, and thus a way to changes of business enterprises. Ecological purchase different products, environmental change and consumer awareness itself greatly affect pollution, namely the preservation of the environment, and therefore we can say that, and small amounts of young person they create a segment of environmentally responsible consumer. Socially responsible does not only mean fulfilling legal obligations, but company should also invest in human capital, in the environment, and provide young people with greater information regarding environmental awareness and socially responsible behavior. On the one hand, it can be clearly seen that investing in environmentally friendly technologies can also contribute to company competitiveness and socially responsible behavior, so investing in education, working conditions and adopting good employee relations can also contribute to productivity. A survey of consumer behavior when buying organic and socially responsible products showed that respondents are environmentally responsible, strive to buy products that do not harm the environment, and are more willing to spend more money to buy products that are produced in an environmentally friendly way