master's thesis
Consumer attitudes on ecolabels and adverts for food products

Martina Ivković (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleStavovi potrošača o ekološkim oznakama i oglasima za prehrambene proizvode
AuthorMartina Ivković
Mentor(s)Marija Ham (thesis advisor)
Abstract
Svjetski trendovi vezani za prehranu se konstantno mijenjaju kako se razvija svijest ljudi o zdravijoj prehrani i zdravom načinu života te očuvanju okoliša. Ekološka poljoprivreda i ekološka proizvodnja hrane spaja upravo ta dva pojma te se na održivi način proizvodi zdrava prehrana. Broj proizvođača ekoloških proizvoda na godišnjoj je bazi sve veći te se potrošači sve više upoznaju s ekološkim proizvodima. Kako raste broj potrošača tako raste i interes ne samo za sam proizvod nego i za sam način proizvodnje. Zbog toga se na proizvodima nalaze razne oznake koje označavaju istinitost ekološke proizvodnje, te je takvih oznaka mnogo i njihova je funkcija pružiti sigurnost potrošačima. Oglašavanje ekološki proizvedene hrane nije još u punom zamahu jer se u najvećem broju radi o malim proizvođačima koji nemaju resurse za snažnu promociju, no udruživanjem s državnim tijelima može se stvoriti sinergija koja će koristiti svim uključenim stranama. Republika Hrvatska ima snažan potencijal za rast i razvoj ekološke poljoprivrede, ali su potrebna ulaganja u infrastrukturu, kadar, oglašavanje i informiranje potrošača.
KeywordsOrganic agriculture organic food production labels advertising
Parallel title (English)Consumer attitudes on ecolabels and adverts for food products
Committee MembersMarija Ham (committee chairperson)
Helena Štimac (committee member)
Sanja Pfeifer (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-26
Parallel abstract (English)
People these days are more aware of healthy diet, healthy way of life and environment and that's why the world's trend's about nutriotion is constantly changing. Organic agriculture and organic food production combines precisely these two concepts and food is made on sustainable way. The number of producers of organic products on an annual basis is increasing and consumers are more familiar with organic products. As the number of consumers increases, so does the interest of not only the product itself but also in the manufacturing of products. Therefore, there are a lot of labels that indicate the truthfulness of organic farming and their function is to provide security to consumers. Advertising organically produced food is not yet in full swing since the majority of these are small producers who do not have the resources for a strong promotion , but combined with state bodies can create synergies that will benefit all parties involved. Croatia has strong potential for growth and development of organic agriculture but investment in infrastructure, personnel, advertising and consumer information are needed.
Parallel keywords (Croatian)Ekološka poljoprivreda Ekološka proizvodnja hrane oznake oglašavanje
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:735975
CommitterGordana Kradijan