UTJECAJ ZELENOG MARKETINGA NA KUPOVNO PONAŠANJE POTROŠAČA : završni rad

Zeleni marketing postaje sve važniji. Međutim, kako potrošači postaju ekološki osviješteniji, tako se i poslovni subjekti sve više okreću društveno odgovornim poslovanjima. Da bi bili uspješni u tom smislu, potrebno je razumjeti aktivnosti zelenog marketinškog miksa, kao i različite faze procesa odlučivanja o kupnji. Ovaj rad donosi teorijska znanja o zelenom marketingu i ponašanju potrošača. Osim toga, također se ispituje utjecaj aktivnosti zelenog marketinškog miksa na odluke o kupnji. Iz istraživanja se izvode zaključci i potiču se detaljnija istraživanja u ovom području. Green marketing is becoming increasingly important. But as consumers become more environmentally conscious, businesses are increasingly turning to socially responsible businesses. To succeed in this regard, it is necessary to understand the activities of the green marketing mix, as well as the different stages of the purchasing decision-making process. This paper brings theoretical insights into green marketing and consumer behavior. In addition, the impact of the activities of the green marketing mix on purchasing decision members was examined. Based on the research, conclusions were drawn and further research activities in this area were encouraged.