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undergraduate thesis
UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z
Završni rad
2021. urn:nbn:hr:124:005818
Buzov, Lovre
University of Split
Faculty of economics Split

Cite this document

Buzov, L. (2021). UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:005818

Buzov, Lovre. "UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:005818

Buzov, Lovre. "UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:005818

Buzov, L. (2021). 'UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:005818

Buzov L. UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:005818

L. Buzov, "UTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:005818

Metadata
TitleUTJECAJ ZELENOG MARKETINGA NA ODLUKU O KUPNJI GENERACIJE Z : Završni rad
AuthorLovre Buzov
MentorBiljana Crnjak Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Zeleni marketing postaje sve značajniji. Naime, zbog rastuće ekološke osviještenosti potrošača, gospodarski subjekti se sve više okreću društveno odgovornom poslovanju. Da bi u tome bili uspješni, nužno je poznavati aktivnosti zelenog marketinškog miksa ali i faze procesa donošenja odluke o kupnji. Ovim se radom donose teorijska saznanja o zelenom marketingu i ponašanju potrošača. Također, ispituje se utjecaj aktivnosti zelenog marketinškog miksa na odluku o kupnji pripadnika generacije Z. Na temelju istraživanja donose se zaključci i potiče se na provođenje detaljnijih istraživačkih aktivnosti na ovom području.
Abstract (english)
Green marketing is becoming increasingly important. Namely, due to the growing environmental awareness of consumers, economic entities are increasingly turning to socially responsible business. In order to be successful, knowing the activities of the green marketing mix and stages of the decision-making process is crucial. This paper provides theoretical knowledge about green marketing and consumer behavior. Also, the impact of the activities of the green marketing mix on the Generation Z's purchase decision is examined. Based on the research, conclusions are drawn and more detailed research activities in this area are encouraged.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:005818
Study programmeTitle: Tourism
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-11-03 11:39:18