Percepcija naziva ekološki proizvod među potrošačima

undergraduate thesis

• Title (english): Perception of eco-friendly product among consumers
• Author: Martina Habjanec Gogić
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Mario Njavro (član povjerenstva)
• Committee member: Biserka Kolarec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Suvremeno društvo sve više prepoznaje važnost očuvanja okoliša te njeguje zdraviji način života, što se očituje kroz povećani interes za ekološkim prehrambenim proizvodima. Povećano zanimanje za ekološku poljoprivredu proizlazi iz nedostataka kapitalno intenzivnog načina uzgoja hrane, potičući razvoj alternativnih pristupa koji promoviraju očuvanje prirodnog ekosustava i okoliša. Unatoč prevladavajućem konvencionalnom načinu uzgoja hrane, ekološka poljoprivreda ubrzano se širi kao praksa zdravijeg življenja, strategija preživljavanja ruralnog i urbanog stanovništva, te kao svjetonazor.
U skladu s rastućom važnosti ekološke poljoprivrede, potrebno je uspostaviti zakonsku regulativu kako bi se osigurala transparentnost i kvaliteta ekoloških proizvoda na tržištu. Ekološki proizvod prepoznaje se po prisutnosti oznake koja jamči njegovu autentičnost i potvrđuje kupcima da se radi o provjereno ekološki uzgojenim proizvodima.
Ovaj rad istražuje percepciju potrošača o ekološkim oznakama i proizvodima te analizira utjecaj ekološkog označavanja na ponašanje potrošača. U sklopu završnog rada provedeno je istraživanje putem face to face ankete s 150 sudionika. Rezultati ukazuju na to da većina ispitanika konzumira ekološke proizvode, poznaje ekološku oznaku te je spremna platiti višu cijenu za ekološki proizvod.

Abstract (english)

Modern society increasingly recognizes the importance of environmental preservation and embraces healthier lifestyles, manifested through a growing interest in eco-friendly food products. The heightened interest in ecological agriculture stems from the drawbacks of capital-intensive food production methods, fostering the development of alternative approaches that advocate the preservation of natural ecosystems and the environment. Despite the prevailing conventional food production methods, ecological farming is rapidly expanding as a practice of healthier living, a survival strategy for rural and urban populations, and a worldview.
In line with the growing significance of ecological agriculture, the establishment of legal regulations is necessary to ensure transparency and quality of eco-friendly products in the market. An eco-friendly product is identifiable by a label guaranteeing its authenticity, assuring customers that it is genuinely organically grown.
This study explores consumers perception of eco-friendly labels and products, analyzing the impact of eco-labeling on consumer behavior. As part of the final thesis, a survey was conducted through face – to – face interviews with 150 participants. Out of the total, 86 were female, 63 were male, and one participant chose not to specify their gender. The findings indicate that the majority of respondents consume eco-friendly products, are familiar with eco-labels, and are willing to pay a higher price for eco-friendly products.

• Keywords: percepcija potrošača; ekološki prehrambeni proizvodi; ekološke oznake
• Keywords (english): consumer perception; eco-friendly products; eco-labels
• Language: croatian
• URN:NBN: urn:nbn:hr:204:640426
• Study programme: Title: Agricultural Economics; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka agrarne ekonomike)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-26 10:42:44