Ispitivanje stavova generacije Y o održivoj potrošnji u Republici Srbiji

Investigating Attitudes of Generation Y Toward Sustainable Consumption in Republic of Serbia

Dražen Marić,

Olja Milovanov

📄 Preuzmite PDF

Izdanje:

46/2

DOI broj:

UDK 366.14:339.138

Apstrakt

Turbulentan razvoj ljudske civilizacije suočeljava se sa ozbiljnim izazovom njegove održivosti. Iako deklarativno, rasprave u akademskim, naučnim i političkim krugovima, ukazuju na svu hitnost rešavanja ovog pitanja daljeg razvoja ljudskog društva, malo je konkretnih zaokreta i promena u dosadašnjem funkcionisanju privrednih i društvenih sistema. Problem održivosti ima svoje dominantne dve dimenzije - ekološku u smislu isrcpljivanja prirodnih resursa i zagađivanja životne sredine, i socijalnu u smislu stvarnog odgovornog ponašanja i nejednakosti pojedinaca vezano za njihovo zadovoljenje osnovnih i širih ljudskih potreba. Rad nastoji da doprinese razvijanju svesti o problemu održivosti razvoja društva i potrošnje u istom, i da ukaže na moguće pravce delovanja nadležnih pojedinaca i institucija u tom smislu, kroz istraživanje stavova, nivoa svesnosti i percepcija o održivoj potrošnji i kroz merenje ekološke dimenzije i socijalne dimezije, analizom važnosti i stvarnog ponašanja ispitanika tzv. generacije Y tj. generacije rođene nakon 1980.god., veoma često u fokusu istraživanja marketing teorije i prakse. Rad otkriva da postoji značajna disproporcija između važnosti pojedinih elemenata održivosti za pojedince, i stvarnog ponašanja ispitanika u pogledu održive potrošnje.

Abstract

The turbulent development of human civilization is faced with the serious challenge of its sustainability. Despite the fact that, declaratively, discourses in academic, scientific and political circles point out all the urgency of resolving this issue of further development of human society, there are few reversals and changes in the functioning of economic and social systems so far. The issue of sustainability has two dominant dimensions – economic, in the sense of exploitation of natural resources and environment pollution, and social, in the sense of actual responsible behaviour and inequality of individuals in terms of meeting basic and broader human needs. This paper is an attempt at contributing to the development of the awareness of the problem of development of society and consumption in it, and pointing at possible avenues of acting of relevant individuals and institutions in this sense, through studying attitudes, level of consciousness and perceptions of sustainable consumption, and through the measurement of the environmental and social dimensions, analysing the significance and actual behaviour of respondents from Generation Y, i.e. generation born after 1980, very often in the focus of research of marketing theory and practice. The paper discloses that there is a significant disproportion between the significance of individual elements of sustainability for individual, and actual behaviour of the respondents in regard of sustainable consumption.

Reference

Kompletan sadržaj broja: