Naslov
Socially responsible marketing in the transport of passengers and goods

Autori
Gregoric, Marina ; Roncevic, Ante ; Kapes Kozjak, Dunja ; Labas, Sanja

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

Izvornik
Economic and Social Development (Book of Proceedings) / - , 2021, 149-158

Skup
64th International scientific conference on economic and social development

Mjesto i datum
Online conference, 22.01.2021

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
socially responsible marketing ; corporate social responsibility ; sustainable development ; transport of passengers and goods

Sažetak
The subject of the paper is "Socially responsible marketing in the transport of passengers and goods." The theoretical basis of socially responsible business and marketing in the transport of passengers and goods is described. Trends, opportunities, and challenges of socially responsible marketing in the transport industry are explained. Using the analysis of examples in practice, the course of implementation and the results of research on a sample of 220 respondents on the attitudes of potential users or users of transport towards the application of socially responsible marketing in transport are described, as well as the research on the attitudes of carriers towards the same issue. By processing the collected data and analysis, it was determined that HŽ Passenger transport and FlixBus transport companies respect the principles of corporate social responsibility in conducting their business policy. They intensively carry out socially responsible marketing activities supported by digital technology. They emphasize their comparative advantages and focus on environmental protection and passengers' safety and satisfaction in marketing activities. On the other hand, users of transportation services do not think that these companies do enough for environmental protection but generally agree that they successfully use digital marketing to improve their business and create a positive image in the environment. Reasoned conclusions are drawn based on the systematized results of the conducted research.

Izvorni jezik
Engleski

POVEZANOST RADA