Analiza dejavnikov, ki vplivajo na namero za nakup okoljsko trajnostnih izdelkov

Rakuša, Nika

| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font

First page > Show document

Show document

Title:	Analiza dejavnikov, ki vplivajo na namero za nakup okoljsko trajnostnih izdelkov
Authors:	ID Rakuša, Nika (Author) ID Milfelner, Borut (Mentor) More about this mentor...
Files:	MAG_Rakusa_Nika_2023.pdf (1,15 MB) MD5: 61745C6CBB14F2A3F4A5081DE48BE977
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Hitra gospodarska rast ter prekomerna potrošnja sta pospešili degradacijo okolja po vsem svetu, zato okoljsko trajnostno potrošništvo predstavlja ključ do trajnostnega razvoja. Obravnavanje degradacije okolja namreč zahteva spremembe v potrošniškem vedenju, ki temelji na boljšem razumevanju dejavnikov, ki vplivajo na okoljsko trajnostno potrošniško vedenje, saj le-to ni posledica zakonskega nadzora, temveč izhaja iz vrednot, ki jih imajo odjemalci. Podjetja morajo zato imeti več znanja o vrednotah odjemalcev, ki vplivajo na njihovo odločitev o nakupu okoljsko trajnostnih izdelkov, da bi le-te lahko učinkoviteje tržila in vplivala na ciljne segmente odjemalcev. V teoretičnem delu smo po pregledu znanstvene literature opredelili pojem okoljsko trajnostnega potrošništva in naredili pregled nad najpogostejšimi ovirami le-tega, definirali, kdo so okoljsko trajnostni odjemalci, pregledali najpogostejše kriterije za njihovo segmentacijo ter raziskali proces okoljsko trajnostnega nakupnega odločanja, v nadaljevanju pa opredelili še splet marketinga okoljsko trajnostnih izdelkov in njegovih najpomembnejših strategij. V empiričnem delu smo na podlagi teorije načrtovanega vedenja, ki se v raziskavah okoljsko trajnostnega vedenja pogosto uporablja, analizirali vpliv odnosa do okoljsko trajnostnih izdelkov, subjektivnih norm in zaznanega nadzora nad vedenjem ter vpliv okoljske skrbi in okoljskega znanja, ki smo ju vključili v model zaradi izboljšanja njegove napovedovalne moči, na namero za nakup okoljsko trajnostnih izdelkov. Ker pa se poznavanje okoljske problematike, odnos do okoljskih problemov in okoljsko trajnostno vedenje med kulturami razlikujejo, smo analizirali tudi vpliv kolektivizma, dolgoročne usmerjenosti in odnosa do narave kot moderatorskih spremenljivk na odnose med neodvisnimi spremenljivkami in odvisno spremenljivko. Rezultati kažejo, da okoljska skrb, okoljsko znanje, odnos do okoljsko trajnostnih izdelkov, subjektivne norme in zaznani nadzor nad vedenjem pozitivno vplivajo na namero za nakup okoljsko trajnostnih izdelkov. Najmočnejši vpliv v modelu ima okoljsko znanje, sledijo mu subjektivne norme, odnos do okoljsko trajnostnih izdelkov in zaznani nadzor nad vedenjem, medtem ko je vpliv okoljske skrbi na namero za nakup okoljsko trajnostnih izdelkov najšibkejši. Rezultati kažejo tudi, da med vplivom izbranih dejavnikov na namero za nakup okoljsko trajnostnih izdelkov glede na izbrane dejavnike kulture prihaja do razlik, vendar so te razlike znotraj kulture z izjemo nekaterih precej majhne. Na koncu smo oblikovali še uporabna priporočila, ki bodo vodje marketinga vodila k oblikovanju učinkovitih marketinških strategij za okoljsko trajnostne izdelke, predvsem na področju marketinškega komuniciranja, s katerimi lahko pospešijo ali celo odstranijo ovire okoljsko trajnostnega potrošništva, ki prispeva k reševanju okoljskih problemov.
Keywords:	odnos do okoljsko trajnostnih izdelkov, subjektivne norme, zaznani nadzor nad vedenjem, okoljska skrb, okoljsko znanje, kolektivizem, dolgoročna usmerjenost, odnos do narave, nakupna namera.
Place of publishing:	Maribor
Publisher:	N. Rakuša
Year of publishing:	2023
PID:	20.500.12556/DKUM-83612
UDC:	502.131.1:366.1
COBISS.SI-ID:	145480963
Publication date in DKUM:	16.03.2023
Views:	835
Downloads:	240
Metadata:
Categories:	EPF
:	Copy citation

Average score:	(0 votes)
Your score:	Voting is allowed only for logged in users.
Share:

Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	12.01.2023

Secondary language

Language:	English
Title:	Analysis of factors affecting environmentally sustainable product purchase intention
Abstract:	Rapid economic growth and excessive consumption have accelerated the environmental degradation all over the world, making environmentally sustainable consumerism key for sustainable development. The treatment of environmental degradation requires changes in consumer behaviour, preferably based on a better understanding of factors influencing the environmentally sustainable consumer behaviour, since it is not a consequence of legal supervision but originates from consumer values. Therefore, companies have to know more about their consumers’ values that might affect the purchase decision of environmentally sustainable products, so they can market them more efficiently and influence the targeted consumer segment. In the theoretical part of the thesis, following a scientific literature review the term environmentally sustainable consumerism is defined, the most common obstacles on its path to realization are listed, environmentally sustainable consumers are defined, the most common segmentation criteria are reviewed and the process of environmentally sustainable purchase decision-making is explored. Furthermore, the marketing network of environmentally sustainable products and its most important strategies are defined. Based on the theory of planned behaviour, frequently used in environmentally sustainable behaviour research, the empirical part of the thesis analyses the influence of the attitude towards environmentally sustainable products, subjective norms, perceived behavioural control, as well as the influence of environmental concern and environmental knowledge, both included in the model to improve its predictive power, on the purchase intention of environmentally sustainable products. Since knowledge of environmental issues, the attitude towards them, and environmentally sustainable behaviour vary among cultures, an influence analysis of collectivism, long-term orientation, and man-nature orientation as the moderating variables to the relationships between independent variables and dependent variable was performed. Results indicate that environmental concern, environmental knowledge, attitude towards environmentally sustainable products, subjective norms, and perceived behavioural control all have a positive effect on the purchase intention of environmentally sustainable products. Environmental knowledge seems to have the strongest influence, followed by subjective norms, attitude towards environmentally sustainable products and perceived behavioural control, while environmental concern doesn’t significantly influence the purchase intention of environmentally sustainable products. Results also show that the influence of selected factors on purchase intention of environmentally sustainable products regarding selected cultural factors might reveal several differences, however these are mainly unsubstantial within a culture. Finally, a list of useful recommendations for marketing managers was compiled which helps plan efficient marketing strategies for environmentally sustainable products. The recommendations can be primarily used for marketing communication, enabling marketing managers to speed up or even remove obstacles of environmentally sustainable consumerism which contributes to solving environmental problems.
Keywords:	attitude towards environmentally sustainable products, subjective norms, perceived behavioural control, environmental concern, environmental knowledge, collectivism, long-term orientation, man-nature orientation, purchase intention.

Comments

Leave comment

You must log in to leave a comment.

Comments (0)

0 - 0 / 0

There are no comments!

Back