Iskustvo potrošača kao osnov ekološki odgovorne trgovine u regionu bivše Jugoslavije

Consumers’ experience as the basis for ecologically responsible trade in the region of former Yugoslavia

Dragoljub Jovičić,

Jelena Damnjanović,

Saša Raletić Jotanović

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Izdanje:

56/3

DOI broj:

10.5937/mkng2503233R

JEL klasifikacija:

F18, Q56, O18

Rad dostavljen:

09.02.2025.

Rad prihvaćen:

16.06.2025.

Apstrakt

Poražavajući podaci o zagađenosti životne sredine predstavljaju alarm koji ukazuje da je danas obaveza svih tržišnih subjekata da se mnogo više ponašaju društveno odgovorno. Kako iskustvo potrošača često predstavlja opredeljujući faktor ponašanja potrošača, pa i društveno odgovornog ponašanja, u ovom radu se analizira iskustvo potrašača kao osnov ekološki odgovorne trgovine, sve uzimajući u obzir da ista predstavlja vid ekološke odgovornosti. Region bivše Jugoslavije je analiziran u radu s obzirom da prema saznanju autora ne postoji kros-kulturalno istraživanje u pomenutom regionu na temu iskustva potrošača kao osnova ekološki odgovorne trgovine. Kros-kulturalno istraživanje je sprovedeno na uzorku od 900 ispitanika putem upitnika. Od statističkih podataka korišćena je deskriptivna statistika, ANOVA i Tukey HSD test. Istraživanjem su dobijeni rezultati da postoje razlike između država iz regiona bivše Jugoslavije kada je u pitanju iskustvo potrošača kao osnov ekološki odgovorne trgovine. Dobijeni rezultati imaju praktičnu primenu koja se ogleda u mogućnošću da tržišni subjekti koji se bave ekološki odgovornom trgovinom u regionu bivše Jugoslavije na adekvatan način u svojim strategijama definišu i pozicioniraju iskustvo potrošača kao alat kojim se može upravljati ekološki odgovornom trgovinom. Teorijska primena ogleda se u mogućnosti da se dobijeni rezultati iskoriste kao osnov za buduća istraživanja.

Abstract

Devastating information about the pollution of the environment sounds the alarm, telling us that nowadays all market subjects are obliged to act in a socially responsible way more than ever. As consumers’ experience is often a decisive factor of consumers’ behaviour, and socially responsible behaviour as well, in this paper we analyse consumers’ experience as a basis of ecologically responsible trade, keeping in mind that it is also a kind of ecological responsibility. The region of former Yugoslavia is analysed in this paper because we believe that there have been no cross-cultural studies in this region into consumers’ experience as a basis for ecologically responsible trade. This cross-cultural research was conducted on a sample of 900 respondents through a questionnaire. The statistical data that were used were: descriptive statistics, ANOVA and Tukey HSD tests. The results of the research show that there are differences between countries from the region of former Yugoslavia when it comes to consumers’ experience as a basis for ecologically responsible trade. The obtained results have a practical application, which is seen in the possibility that the market respondents who are engaged in ecologically responsible trade in the region of former Yugoslavia adequately define and position the consumers’ experience in their strategies as a tool that can manage ecologically responsible trade. Theoretical application is seen in the possibility of using the results as a basis for future research.

Reference

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