Uloga održivog pakiranja u odabirima potrošača pri kupnji hrane

master's thesis

• Title (english): The role of sustainable packaging in consumer choices when purchasing food
• Author: Ian Alija Salihbegović
• Mentor: Željka Mesić (mentor)
• Committee member: Željka Mesić (predsjednik povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Committee member: Marina Štambuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Department of Marketing in Agriculture); Zagreb
• Defense date and country: 2023-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Cilj ovoga istraživanja bio je utvrditi važnost održivog pakiranja u odabiru potrošača pri kupnji hrane te utvrditi potrošačke navike i stavove o održivom pakiranju hrane. Anketno istraživanje provedeno je online putem na uzorku od 163 ispitanika. Rezultati istraživanja pokazali su da je gotovo 80% ispitanika upoznato sa pojmom održivog pakiranja. Ispitanicima je održivo pakiranje važno prilikom kupovine hrane ali nije presudno. Najviše kupuju voće i povrće sa održivim pakiranjem u supermarketima ili na tržnicama. Smanjenje otpada i zaštita okoliša smatra se iznimno važnom od strane ispitanika te se također slažu s izjavom da su svjesni negativnog utjecaja ne održivog pakiranja na okoliš. Ispitanici iznimno vrednuju jednostavnost i učinkovitost održivog pakiranja te njegov smanjen negativni utjecaj na okoliš. Rezultati ukazuju da su potrošači veoma svjesni važnosti održivog pakiranja hrane te su njihovi stavovi prema kupovini hrane s održivim pakiranjem većinom pozitivni.

Abstract (english)

The aim of this research was to determine the importance of sustainable packaging in the choices of consumers when buying food and to determine consumer habits and attitudes about sustainable food packaging. The survey was conducted online on a sample of 163 respondents. The results of the survey showed that almost 80% of respondents are familiar with the term sustainable packaging. For respondents, sustainable packaging is important when buying food, but it is not decisive. They mostly buy fruits and vegetables with sustainable packaging in supermarkets or markets. Waste reduction and environmental protection are considered extremely important by the respondents, and they also agree with the statement that they are aware of the negative impact of non-sustainable packaging on the environment. Respondents highly appreciate the simplicity and efficiency of sustainable packaging and reduced negative impact on the environment. The results indicate that consumers are very aware of the importance of sustainable food packaging and their attitudes towards buying food with sustainable packaging are mostly positive.

• Keywords: održivo pakiranje; anketa; hrana; potrošači
• Keywords (english): sustainable packaging; survey; food; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:204:850679
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-19 10:43:45