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Generation Z: Generation of Green Consumer Values


Kadić-Maglajlić, Selma; Dlačić, Jasmina; Micevski, Milena
Generation Z: Generation of Green Consumer Values // 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina (ur.).
Lovran: Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR, 2013. str. 188-202 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


Naslov
Generation Z: Generation of Green Consumer Values

Autori
Kadić-Maglajlić, Selma ; Dlačić, Jasmina ; Micevski, Milena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR, 2013, 188-202

ISBN
978-953-7842-18-5

Skup
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights

Mjesto i datum
Lovran, Hrvatska, 24-26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Generation Z ; Green Values ; Pro-environmental Behaviour

Sažetak
Past research show that awareness regarding the nature and possible environmental impact can be enhanced through education. Hence, getting familiar with the state of green values in early age is a prerequisite shaping green policy that could educate young green consumers and therefore have a wider impact of environment because consumers with stronger green values will tend to make decisions consistent with environmentally sustainable consumption. Hence, the focus of this study are consumers born after 1996, called Generation Z and their pro-environmental behaviour. Pro- environmental attitudes are comprised of different indirect and direct pro- environmental actions. These actions, together with concern are explored as green consumer values that shape and guide future pro- environmental consumer behaviour. Field research conducted in two high schools in Croatia point out that green consumer values are positively related to their willingness and ability to act as well as to actual taking action. Therefore our study confirms that green consumer values have positive influence on pro- environmental behaviour. Hence, including green consumer values within the education process would have positive impact on environmental actions and pro-environmental behaviour. Paper offers implications that can be used in approaching and educating Generation Z on the impact they have on the environment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1.



POVEZANOST RADA


Projekt / tema
081-1151212-1454 - Strateški marketing - stvaranje identiteta konkurentnog gospodarstva (Bruno Grbac, )

Ustanove
Ekonomski fakultet, Rijeka

Autor s matičnim brojem:
Jasmina Dlačić, (281265)