Pregled bibliografske jedinice broj: 1199114
Green Marketing in the Area of Dubrovnik
Green Marketing in the Area of Dubrovnik // Proceedings of the 9th OFEL International Conference / Tipuric, Darko ; Cindric, Lana (ur.).
Zagreb: Sveučilište u Zagrebu, 2021. str. 115-122 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1199114 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Green Marketing in the Area of Dubrovnik
Autori
Dragicevic Curkovic, Marija ; Grgat, Antonija
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the 9th OFEL International Conference
/ Tipuric, Darko ; Cindric, Lana - Zagreb : Sveučilište u Zagrebu, 2021, 115-122
Skup
9th International OFEL Conference on Governance, Management & Entrepreneurship: Building Resilient Boards: Facing Emerging Challenges in Corporate Governance
Mjesto i datum
Dubrovnik, Hrvatska, 23.04.2021. - 24.04.2021
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
green marketing ; Dubrovnik ; primary research
Sažetak
It is doubtless that there is an increasing number of environmentally responsible segments of consumers in the market. However, with the increasing number of suppliers entering the green market, there is a more and more need for introducing strategies of targeting, and motivating customers to be green. The aim of this paper was to provide a theoretical framework for understanding green marketing and green consumer segment, as well as to as to find out the attitudes of the customers in the area of Dubrovnik towards the "green marketing" . Primary research was conducted in 2019. in Dubrovnik including the sample of 180 respondents. For the purpose of the research the structured questionnaire has been used. The market of "green consumers" in the area of Dubrovnik has not been not satisfactory developed and there is a small percentage of residents who decide to allocate a monthly income on the purchasing the organic products and services, so it is necessary to initiate its development and progress. It is visible that the inhabitants of Dubrovnik are to some extent ecologically aware, although it is necessary to increase the level of consumer awareness referring environmental protection and waste recycling. According to the results of the research it is visible that there is a need of improving green marketing activities in Dubrovnik.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
