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master's thesis
Stavovi lokalnih stanovnika o zelenom marketingu
2025. urn:nbn:hr:155:342923
Bošnjak, Stjepan
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Bošnjak, S. (2025). Stavovi lokalnih stanovnika o zelenom marketingu (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:342923

Bošnjak, Stjepan. "Stavovi lokalnih stanovnika o zelenom marketingu." Master's thesis, University of Dubrovnik, 2025. https://urn.nsk.hr/urn:nbn:hr:155:342923

Bošnjak, Stjepan. "Stavovi lokalnih stanovnika o zelenom marketingu." Master's thesis, University of Dubrovnik, 2025. https://urn.nsk.hr/urn:nbn:hr:155:342923

Bošnjak, S. (2025). 'Stavovi lokalnih stanovnika o zelenom marketingu', Master's thesis, University of Dubrovnik, accessed 24 April 2025, https://urn.nsk.hr/urn:nbn:hr:155:342923

Bošnjak S. Stavovi lokalnih stanovnika o zelenom marketingu [Master's thesis]. Dubrovnik: University of Dubrovnik; 2025 [cited 2025 April 24] Available at: https://urn.nsk.hr/urn:nbn:hr:155:342923

S. Bošnjak, "Stavovi lokalnih stanovnika o zelenom marketingu", Master's thesis, University of Dubrovnik, Dubrovnik, 2025. Available at: https://urn.nsk.hr/urn:nbn:hr:155:342923

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Metadata
TitleStavovi lokalnih stanovnika o zelenom marketingu
Title (english)The Local Residents' Attitudes Towards Green Marketing
AuthorStjepan Bošnjak
MentorMarija Dragičević (mentor)
Committee memberZorica Krželj (predsjednik povjerenstva)
Committee memberNebojša Stojčić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2025-04-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Scientific / art field,
discipline and subdiscipline		NATURAL SCIENCES
Biology
Ecology
Abstract
Zeleni marketing predstavlja proces promicanja proizvoda ili usluga koji se temelje na društvenoj i ekološkoj odgovornosti, te uključuje poduzeća koje promoviraju proizvode ili usluge na način koji uključuje ekološku prihvatljivost. Predmet diplomskog rada je istraživanje stavova lokalnog stanovništva o primjeni zelenog marketinga. Kako bi se mogao stvoriti kvalitetan proizvod/usluga, poslovanje u prioritetne stavove mora uvrstiti brigu o okolišu. Temeljem rezultata istraživanja može se zaključiti da je potrebno je povećati ekološku osviještenost lokalnog stanovništva putem promotivnih aktivnosti te da lokalno stanovništvo ima pozitivne stavove o primjeni zelenog marketinga, ali još uvijek nisu dovoljno aktivni po pitanju primjene principa zelenog marketinga.
Abstract (english)
Green marketing is the process of promoting products or services that are based on social and environmental responsibility, and involves businesses that promote products or services in a way that includes environmental friendliness. The subject of this thesis is to research the attitudes of the local population on the application of green marketing. In order to create a quality product/service, business must include environmental care in its priorities.Based on the results of the research, it can be concluded that it is necessary to increase the environmental awareness of the local population through promotional activities and that the local population has positive attitudes towards the application of green marketing, but they are still not active enough in terms of applying the principles of green marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:342923
Study programmeTitle: Business Economy; specializations in: Tourism, Marketing, International trade, IT management
Course: Tourism
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra poslovne ekonomije (sveučilišni/a magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2025-04-17 09:23:26