Naslov
THE INFLUENCE OF PERSONAL ECOLOGICAL VALUES ON CONSUMER DECISION-MAKING: A CASE OF THE CROATIAN CAR MARKET

Autori
Tonković Pražić, Ivana

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

Izvornik
ZBORNIK RADOVA 2. MEĐUNARODNE ZNANSTVENE KONFERENCIJE EKONOMIJA RAZDVAJANJA / Družić, Gordan ; Sekur, Tomislav - Zagreb : Hrvatska akademija znanosti i umjetnosti ; Sveučilište u Zagrebu, Ekonomski fakultet, 2021, 305-316

Skup
2. međunarodna znanstvena konferencija Ekonomija razdvajanja = 2nd International Conference on the Economics of the Decoupling (ICED)

Mjesto i datum
Zagreb, Hrvatska, 30.11.2020. - 01.12.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
personal values, car buyers, decision-making process, MANOVA

Sažetak
According to relevant authors from scientific fields of sociology, psychology, anthropology, marketing etc., personal values are an important predictor of consumer behaviour ; they can influence a person’s attitudes, preferences, choices, and behaviour. Furthermore, many relevant authors have proven that investigating personal values can be a good basis for understanding motives for consumer behaviour and decision making. Despite its potential for understanding consumer behaviour, research on personal values as predictors of consumer behaviour in Croatia have not been satisfactory or sufficient. In addition, research on personal values was rarely conducted on a specific aspect of consumer behaviour, i.e., decision-making process when buying a car. Thus, this paper deals with investigating personal ecological values (unity with nature and protecting the environment described by Schwartz) as predictors of decision-making process of buying a car. The research was conducted on a sample of 561 respondents who bought a car within the last five years. The respondents were chosen based on a method of stratified sampling and were surveyed by telephone and online. The questionnaire was based on the PVQ scale for measuring values developed by Schwartz, scales for measuring car buying decision-making found in the relevant literature and interviews with car buyers. The respondents expressed their agreement with the statements describing their behaviour and attitudes towards protecting natural environment and respect for nature. Also, they answered questions regarding their car buying behaviour and decision-making, and some of their demographic and car ownership characteristics. The collected data was analysed with the MANOVA method. The conducted analysis proved that the values of unity with nature and protecting the environment significantly and positively affect some aspects of car decision- making process as well as some aspects of car ownership. The implications of the research, as well as limitations and recommendations for future research, were also given in the conclusion of the paper.

Izvorni jezik
Engleski

POVEZANOST RADA