THE ROLE OF CONSUMERS IN ENVIRONMENTAL PROTECTION AND ACHIEVING SUSTAINABLE DEVELOPMENT : Graduate paper

Zaštita okoliša kroz posljednjih par godina postaje sve zastupljenija tema, a kao posljedica tog povećeg zanimanja raste i potražnja za ekološkim proizvodima koji osim što štite zdravlje ljudi i njihovu okolinu, kontroliraju korištenje resursa, obnovljive izvore energije, dok se kupovinom tih proizvoda čuva klima, voda, tlo i zrak. Tržište ovih proizvoda konstantno se mijenja i širi, no redovno se izmjenjuju i nadopunjavaju pravilnici i regulative kojima se štiti to isto tržište. Potrebno je osvijestiti potrošače o njihovoj važnosti i ulozi u zaštiti okoliša te kojim mjerama mogu očuvati okoliš. Kako bi se motiviralo potrošače na kupnju ekoloških proizvoda potrebno ih je točno informirati i savjetovati, ali i proučiti njihove kupovne navike, način života, kulturu i uvjerenja. Ekološke oznake sastavni su dio ekoloških proizvoda no potrošači još nisu dovoljno informirani o njihovim značenjima i koje sve ekološke oznake postoje na tržištu, što je dokazalo i istraživanje provedeno za ovaj rad. Osim toga, potrošači su još prilično nepovjerljivi prema ekološkim oznakama i smatraju ih marketinškim trikovima kako bi se povećala prodaja po višoj cijeni. Poželjno je uložiti više resursa i truda u informiranje potrošača kako bi postali svjesni svoje uloge u stvaranju održivog razvoja i čuvanju okoliša.Environmental protection has become an increasingly common topic in the last few years. As a result of this growing interest in demand for organic products that not only protect human health and the environment, but also control the use of resources, renewable energy sources, while the purchase of these products preserves climate, water, soil, and air. The market for these products is constantly changing and expanding, but regulations and regulations protecting the same market are regularly modified and supplemented. Consumers need to be aware of their importance and role in environmental protection and the measures they can take to preserve the environment. To motivate consumers to buy organic products, it is necessary to accurately inform and advise them, but also to study their shopping habits, lifestyle, culture, and beliefs. Eco-labels are an integral part of organic products, but consumers are not yet sufficiently informed about their meaning and which eco-labels exist on the market, as evidenced by the research conducted for this paper. In addition, consumers are still quite distrustful of eco-labels and consider them marketing gimmicks to increase sales at a higher price. It is desirable to invest more resources and efforts in informing consumers to becoming aware of their role in creating sustainable development and protecting the environment