20.500.12556/DKUM-98603 Vloga globalnih blagovnih znamk pri ozaveščanju mladih potrošnikov o pomenu trajnosti The role of global brands in raising awareness among young consumers about the importance of sustainability Diplomsko delo obravnava vlogo globalnih blagovnih znamk pri ozaveščanju mladih potrošnikov o pomenu trajnosti. V teoretičnem delu so predstavljeni koncept trajnostnega razvoja, trajnostno poslovanje v mednarodnem okolju, pomen trajnosti za podjetja iz športne industrije ter vpliv digitalnih kanalov in družbenih omrežij na zaznavanje trajnosti med mladimi potrošniki. Posebna pozornost je namenjena trajnostnim strategijam in pobudam blagovnih znamk Nike in Adidas. V empiričnem delu je bila izvedena anketna raziskava med mladimi potrošniki, starimi od 18 do 29 let, s katero smo proučevali njihovo poznavanje trajnosti, prepoznavanje trajnostnih aktivnosti globalnih blagovnih znamk ter vpliv teh aktivnosti na njihove nakupne odločitve. Analiza rezultatov je pokazala, da mladi trajnosti pripisujejo velik pomen, vendar niso vedno dobro seznanjeni s konkretnimi trajnostnimi pobudami posameznih blagovnih znamk. Ugotovljeno je bilo tudi, da trajnostne aktivnosti vplivajo na zaznavanje blagovne znamke in lahko prispevajo k večji naklonjenosti ter pripravljenosti za nakup. Pomembno vlogo pri ozaveščanju imajo družbena omrežja in drugi digitalni komunikacijski kanali, prek katerih mladi najpogosteje pridobivajo informacije o trajnosti. Ugotovitve potrjujejo, da imajo globalne blagovne znamke pomembno vlogo pri spodbujanju trajnostne ozaveščenosti mladih potrošnikov, pri čemer je za učinkovito komunikacijo ključna verodostojnost trajnostnih sporočil in aktivna prisotnost na digitalnih kanalih. This thesis examines the role of global brands in raising young consumers’ awareness of the importance of sustainability. The theoretical part presents the concept of sustainable development, sustainable business practices in the international environment, the importance of sustainability for companies in the sports industry, and the influence of digital channels and social media on young consumers’ perceptions of sustainability. Special attention is given to the sustainability strategies and initiatives of the brands Nike and Adidas. The empirical part consists of a survey conducted among young consumers aged 18 to 29, aimed at examining their understanding of sustainability, recognition of sustainability activities implemented by global brands, and the influence of these activities on their purchasing decisions. The analysis showed that young consumers attach considerable importance to sustainability, but are not always well informed about specific sustainability initiatives of individual brands. The findings also indicate that sustainability activities affect brand perception and may contribute to greater brand preference and willingness to purchase. Social media and other digital communication channels play an important role in raising awareness, as they represent the primary sources through which young consumers obtain information about sustainability. The results confirm that global brands play an important role in promoting sustainability awareness among young consumers. Effective communication requires credible sustainability messages and an active presence on digital channels. Trajnost globalne blagovne znamke mladi potrošniki družbena omrežja trajnostne pobude. Sustainability global brands young consumers social media sustainable initiatives. true true false L. Donik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-06-23 18:15:08 2026-09-07 09:05:03 2026-09-08 03:09:19 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.626:502.131.1 290148355 VS_Donik_Lara_2026.pdf VS_Donik_Lara_2026.pdf 1 5C3D6983C7F71BFCAA5503A72A264E11 2124e8b29ffb7cc4209bd7e7be5329ee2f27aa937051b9bab994dadd842840d9 fe0137ee-9f86-11f1-ab9d-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=210248 Ekonomsko-poslovna fakulteta 0 0 0