20.500.12556/DKUM-79563 Primerjalna analiza spletnega trženjskega komuniciranja trajnostne potrošnje živil A comparative analysis of sustainable food consumption online marketing communication V sklopu trajnostnega razvoja vse večjo pomembnost pridobiva trajnostna potrošnja živil. Zavedanje potrošnikov o pomenu trajnostnih in lokalnih prehrambnih izdelkov se zvišuje, s čimer se veča tudi število tako imenovanih trajnostnih potrošnikov. Trgovine z živili posledično vpeljujejo novosti na področje njihove ponudbe tipov živil in komunikacije ponudbe živil. Pri tem se prilagajajo novim potrebam potrošnikov in ponujajo vedno več ekoloških in lokalnih živil. Z izvajanjem trajnostnih projektov in trženjskih komunikacijskih kampanj, se trgovine z živili usmerjajo v trajnostno poslovanje. Sodobni potrošniki bodo informacije velikokrat pridobivali na spletnih straneh podjetij. Pomembno je, da podjetja oblikujejo ustrezno spletno trženjsko komuniciranje. V teoretičnem delu diplomskega dela smo proučili ključne vidike trajnostnega razvoja, pomen in razloge implementacije zelenega trženja ter značilnosti zelenega trženjskega spleta. Obravnavali smo trženjski komunikacijski splet, kjer smo se osredotočili na spletno trženje kot del digitalnega trženja. Proučili smo trajnostno potrošnjo ter značilnosti in vrste trajnostnega potrošnika. Zanimali so nas vloga in aktivnosti trgovin z živili za ozaveščanje potrošnikov o pomenu trajnostne potrošnje ter načini trajnostnega označevanja. V empiričnem delu smo analizirali spletne strani trgovin z živili Tuš, Hofer in Spar z vidika načina in obsega trženjskega komuniciranja trajnostne potrošnje. Osredotočili smo se na izdelke v njihovi ponudbi, vključujoč njihovo embalažo ter trajnostne blagovne znamke in oznake, na trajnostne projekte, ki so povezani z živili, na dodatno obveščanje potrošnikov o pomembnih tematikah, na umeščenost in obseg oglaševanja trajnostne ponudbe na spletnih straneh trgovin z živili ter na celovitost komuniciranja, ki ga odraža tudi poročilo o trajnosti. Ugotovili smo, da je ponudba trajnostnih živil močno prisotna v vseh obravnavanih trgovinah z živili. Zaznali smo tudi nekatere razlike pri obsegu ponudbe trajnostnih živil in načinih označevanja ter informiranja o tovrstnih živilih. Raziskovanje smo dopolnili z analizo spletnih strani matičnih podjetij trgovin z živili in spletnih strani izbranih trgovin z živili na Hrvaškem. As a part of sustainable development, sustainable foods consumption is gaining increasing importance. The consumers’ awareness of the importance of sustainable and local food products is increasing, wherewith the number of so-called sustainable consumers is also increasing. Consequently, grocery stores introduce novelties in the fields of their foods types’ offer and communication of foods offer. In doing so they are adapting to the new needs of consumers and offer more and more ecological and local foods. By carrying out the sustainable projects and marketing communication campaigns, grocery stores are directing towards sustainable business. Modern consumers will often obtain information on companies’ websites. It is important that companies design appropriate online marketing communication. In the theoretical part of the diploma thesis, we studied the key aspects of sustainable development, the importance, and reasons for implementation of green marketing and the characteristics of green marketing mix. We discussed the marketing communication mix, where we focused on online marketing as a part of digital marketing. We researched the sustainable consumption and the characteristics and the types of sustainable consumers. We were interested in the role and the activities of grocery stores in raising consumers’ awareness of the importance of sustainable consumption and in the ways of sustainable labelling. In the empirical part, we analysed the websites of the grocery stores Tuš, Hofer and Spar from the aspect of the way and the scope of sustainable consumption marketing communication. We focused on the products in their offer, including their packaging and sustainable brands and labels, on the sustainable foods-related projects, on the additional informing of consumers about important topics, on the placement and the scope of advertising of the sustainable offer on the grocery stores’ websites and on the comprehensiveness of communication, reflected also by a sustainability report. We found out that the offer of sustainable foods is strongly present in all considered grocery stores. We also noticed some differences in the scope of the offer of sustainable foods, and in the ways of labelling and informing about such foods. We supplemented the research with the analysis of the grocery stores’ parent companies’ websites and the websites of selected grocery stores in Croatia. trajnostna potrošnja živil trajnostni potrošnik spletno trženjsko komuniciranje zeleno trženje trgovine z živili. sustainable food consumption sustainable consumer online marketing communication green marketing grocery stores. true true false S. Juhart Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-07-21 10:48:31 2021-10-15 09:46:51 2022-08-09 21:43:58 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 80902659 VS_Juhart_Sergeja_2021.pdf VS_Juhart_Sergeja_2021.pdf 1 014220322A5896222C715E2BBE832D23 23967d38ed61222bafc60aba1a086852fb61756f5cfc971c1abba6f31450edc0 9372c057-0c7f-11ec-a1da-00155d581298 20.500.12556/dkum/a4c3ee04-a7dd-47f2-8a3d-37cba42b0e91 https://dk.um.si/Dokument.php?lang=slv&id=152999 Ekonomsko-poslovna fakulteta 0 0 0