Razvoj trenda održive prirodne kozmetike: utjecaj implementacije zelene marketinške strategije na imidž brenda

master's thesis

• Title (english): Development of Sustainable Beauty Trend: Impact of Implementing Green Marketing Strategy on the Brand Image
• Author: Josipa Salopek
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Globalizacija, klimatske promjene i zagađenje okoliša doveli su do povećane ekološke osviještenosti društva, organizacija, poduzeća i potrošača. Zabrinutost za okoliš i potrebe potrošača za ekološki prihvatljivim proizvodima zahtijevaju uvođenje promjena u način poslovanja poduzeća, učinkovitost proizvodnje, adaptaciju proizvoda, odgovorno prikupljanje sastojaka te bolje gospodarenje otpadom. Prema tome, tvrtke se postepeno prilagođavaju novom načinu poslovanja kojim potiču i iskazuju brigu za okoliš. Društveno odgovorno poslovanje postaje imperativ koji, brigom za očuvanje okoliša, povezuje i koncept zelene marketinške strategije. Rad sadrži pregled koncepcija društveno odgovornog poslovanja te zelenog marketinga, ali i zelenih potrošača. Poseban naglasak stavljen je na inicijativu održivog razvoja u kozmetičkoj industriji. Cilj ovog rada je istražiti utjecaj implementacije zelene marketinške strategije kroz koncept društveno odgovornog poslovanja u području kozmetike na imidž brenda. Empirijskim istraživanjem nastoji se uvidjeti preferencije potrošača u Hrvatskoj po pitanju kupovine kozmetičkih proizvoda, odnosno povezanost između primjene koncepta održivog razvoja i imidža kozmetičkog brenda. Uzorak čini 111 ispitanika s područja Hrvatske, a metoda korištena prilikom istraživanja anketa. Rezultati istraživanja su kvantitativno obrađeni. Analizom rezultata istraživanja, pokazao se pozitivan interes za proizvodima iz održivog razvoja, no i dalje veliki broj ispitanika ne mari o samom utjecaju potrošnje proizvoda na okoliš. Utvrđeno je da je ekološki osviještenim potrošačima koji kupuju proizvode iz održivih programa važno da su oni kvalitetni i sigurni za upotrebu i zdravlje. Osim toga, ocijenili su bitnom ili jakom bitnom tvrdnju da se kompanija od koje kupuju proizvod aktivno zalaže za očuvanje okoliša, ne testira proizvode na životinjama te surađuje sa ekološkim i humanitarnim organizacijama.

Abstract (english)

Globalization, climate changes, and environmental pollution have led to increased awareness of society, organizations, companies, and consumers. Concerns about the environment preservation and consumer needs for environmentally friendly products require changes in the way companies operate in means of production efficiency, product adaptation, responsible sourcing of ingredients, and better waste management. Therefore, companies are acclimating to the new way of conducting business, which encourages and shows concern for the environment. Corporate social responsibility is becoming imperative, and caring for the environment protection implicates the utilization the green marketing strategy. The paper contains an overview of the concepts of corporate social responsibility and green marketing, but also the characteristics of green consumers. Special emphasis was placed on the initiative of sustainable development in the cosmetics industry. This paper aims to investigate the impact of utilization of a green marketing strategy through the concept of corporate social responsibility in the cosmetic industry with the brand image. Empirical research seeks to examine the preferences of consumers in Croatia regarding the purchase of cosmetic products and the connection between implementing the concept of sustainable development and the image of the cosmetic brand. The sample comprises 111 respondents from Croatia, and the method used in the research is a survey. The results of the research were quantitatively analyzed. The analysis of the research results showed a positive interest in products from sustainable development, despite that numerous respondents poorly care about the impact of product consumption on the environment. It has been found out that it is important for environmentally conscious consumers who buy products from sustainable programs, that products are of good quality and safe for use and health. In addition, they assessed as important or very important the statement that the company from which they buy the product actively advocates for environmental preservation also doesn’t test products on animals, and cooperates with environmental and humanitarian organizations.

• Keywords: imidž brenda; društveno odgovorno poslovanje; zeleni marketing; održivi razvoj; kozmetika
• Keywords (english): brand image; corporate social responsibility; green marketing; sustainable development; cosmetics
• Language: croatian
• URN:NBN: urn:nbn:hr:114:451561
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-02-09 09:29:33