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

Kako vrijeme odmiče, tako se i tema održivog razvoja sve češće spominje. Napredak i razvoj industrijalizacije uz mnoge inovacije i pozitivne stvari je sa sobom također dovelo mnoštvo negativnih stvari, u obliku zanemarivanja našega planeta Zemlje. Nepoštivanje prirodnih granica, bacanje štetnog otpada, uporaba neobnovljivih resursa samo su od nekih negativnih stvari, međutim iz svega toga se i rodila želja ljudi za poboljšanjem. Stoga je cilj ovog rada analiza ponašanja potrošača čime se definiraju strategije za poticanje održivog razvoja među potrošačima. Predmet istraživanja ovoga rada jesu temeljni pojmovi održivog razvoja i zaštite okoliša, kako bi u potpunosti razumjeli ka čemu radimo. Navedene su i pojašnjene konferencije koje su uspostavile mnoge regulacije koje su nam danas standard. Nadalje, definirani su potrošači te načini na koji se oni segmentiraju, a posebice je fokus stavljen na ''zelene potrošače'' i proizvode na koje takvi proizvođači gravitiraju. Također, predstavljene su neke oznake koje se kategoriziraju kao ekološkima te je naposljetku provedeno istraživanje kojemu je cilj bio saznati stavove potrošača prema održivim praksama te njihovi doprinosi. Na kraju dana, cijela svrha rada je spoznaja pojmova, upoznavanje potrošača te njihovih dosadašnjih navika koje su do sada, pozitivno ili negativno, utjecale na zaštitu okoliša.As time progresses, the topic of sustainable development is becoming increasingly prominent. The progress and industrialization, accompanied by numerous innovations and positive advancements, have also brought about a multitude of negative consequences, such as the neglect of our planet Earth. Disregarding natural boundaries, improper disposal of harmful waste, and the use of non-renewable resources are just a few examples of these negative aspects. However, from all of this, a desire for improvement has emerged among people. Therefore, the aim of this paper is to analyze consumer behavior to define strategies for promoting sustainable development among consumers. The subject of this research paper includes fundamental concepts of sustainable development and environmental protection to fully comprehend the purpose of our efforts. The paper also mentions and explains the conferences that have established many of the regulations that are now standard in our society. Furthermore, consumers and the ways in which they are segmented are defined, with a particular focus on "green consumers" and the products that such producers gravitate towards. Additionally, some eco-labels are introduced and categorized as environmentally friendly. Finally, a survey was conducted to ascertain consumers' attitudes towards sustainable practices and their contributions. In the end, the whole purpose of this paper is to understand the concepts, get acquainted with consumers, and explore their past habits that have positively or negatively influenced environmental protection efforts