Naslov
Ekološki simboli na ambalaži kao oblik marketinške komunikacije
(Eco Labels on the Package as a Form of Communication in Marketing)

Autori
Krce Miočić, Božena ; Zekanović-Korona, Ljiljana

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

Izvornik
XIX. Kongres CROMAR-a"Marketinške paradigme za 21. stoljeće" / Kesić, Tanja ; Ozretić Došen, Đurđana - Zagreb : Ekonomski fakultet Katedra za marketing: CROMAR- Hrvatska zajednica Udruga za marketing, 2005, 429-448

ISBN
953-6025-12-4

Skup
CROMAR

Mjesto i datum
Zagreb, Hrvatska, 21.10.2005. - 22.10.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
ambalaža ; ekološki simboli ; ekološka ambalaža ; komunikacija
(package ; eco-package ; eco-label ; communication)

Sažetak
With the development of self-service the contact between the seller and the buyer is lost, and the package becomes the transmitter of messages and the greatest sale promoter. In order to obtain the best possible results in sale, some manufacturers abuse of the package, they use inadequate materials for packing, exaggerate in their quantity, etc. After use the package becomes the packing waste which, if it's not sorted out, recycled or burned, becomes ordinary garbage laid away on depositories which threaten the mankind with suffocation. The ecological movement since the last decade of the twentieth century increasingly becomes a global phenomenon and very few individuals don't want to take part in it. This strengthening of ecological conscience and changes in the consumers' taste, or in other words the development of the so called green consumers' mentality as its consequence, gives rise to the fact that the consumers are willing to pay a higher price for a product they find more ecologically acceptable. One of the most common forms of expression of one's ecological orientation is the use of products which come in an ecologically acceptable package, and taking quality care of it after use. In order to inform the consumers about ecological advantages of their package, they mark it with different eco-labels to draw their attention. The aim of the work is to make a review of all these eco-labels and the way they are used on the packages of mineral water and alcohol-free beverages from the Croatian manufacturers, with a special accent on those which refer to the ecological acceptability of the very packages, and to establish their conformity with the actual EU regulations. Subsequently, we will establish whether the used labels really correspond with the product they mark. The conclusion of the analysis should provide us with an answer to whether the companies on which products the research was made use the eco-labels well enough to obtain preference for their product.

Izvorni jezik
Hrvatski

Znanstvena područja
Filozofija

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