Raziskava vključevanja kupcev v trajnostno usmerjenje inovacije

magistrsko delo

Lara Potočnik (Author), Matjaž Maletič (Mentor)

Abstract

Potrošnikovo videnje in dojemanje se dandanes močno povezujeta z varovanjem okolja, saj se splošno zavedanje družbe na tem področju krepi. Način delovanja organizacije, ki ponudi določen izdelek oziroma storitev ter s tem vpliva na okolje, v katerem potrošnik živi, je vodilo za pozitivno ali negativno odločitev potrošnika o nakupu izdelka oziroma naročilu storitve, kar posledično vpliva na prodajo ter uspešnost organizacije. Organizacija pa v povratni zanki na potrošnikovo dojemanje lahko vpliva z uporabo trajnostnih inovacij, ki jih potrošnik občuti neposredno ali posredno. Magistrska naloga temelji na teoretičnem delu s pregledom in razumevanjem aktualne literature na področju trajnostnega delovanja ter vpliva potrošnika na organizacijo ter obratno. V nadaljevanju sledi empirični del, za katerega smo z anketiranjem potrošnikov pridobili podatke, ki smo jih nato statistično obdelali na podlagi treh predpostavljenih raziskovalnih vprašanj. Rezultati podajo razumevanje z vidika dojemanja potrošnika, in sicer v povezavi z njegovo izobrazbo, poznavanjem trajnostnega delovanja (kako ozaveščen je) ter s tem, kako se v tej luči odraža njegova splošna skrb. Ključna ugotovitev magistrske naloge služi kot vodilo organizacijam, da neposredni vpliv trajnostnih inovacij na potrošnika ni nujno tisti ključen oziroma tisti, za katerega bi v osnovi lahko predpostavljali, da se bo potrošnik nanj hitreje in dovzetneje odzval. Kljub temu pa morajo organizacije posvetiti veliko pozornosti trajnostno naravnanim inovacijam, ki v danem trenutku niso neposredno vidne potrošniku, vendar se je v raziskavi izkazalo, da so zanj izjemno pomembne, saj s posrednim učinkom organizacije s svojimi internimi procesi vplivajo na okolje, v katerem potrošnik živi.

Keywords

trajnostno delovanje;potrošnik;uspešnost organizacij;inovacije;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[L Potočnik]
UDC:	005.5
COBISS:	164265731
Views:	40
Downloads:	4
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Research on consumer involvement in sustainable innovations
Secondary abstract:	Nowadays, the views and perceptions of consumers are strongly linked to the protection of the environment in line with the increasing awareness in society in general. An organisation’s operation when producing a product or providing a service, which influences the consumer’s local environment, informs the consumer's decision whether or not to buy the product or service. This in turn influences the sales and success of the organisation. An organisation can influence consumer perception by adopting sustainable innovations that are directly or indirectly felt by the consumer, thus completing the feedback loop. The master’s thesis begins with a theoretical section, analysing the current literature in the field of sustainable performance, as well as the consumers’ impact on an organisation and vice versa. This is followed by an empirical section, where data was collected through a consumer survey and statistically processed on the basis of three hypothesised research questions. The results provide an insight into the consumer's perception in relation to their education and sustainability awareness level, as well as how they express their concern in general. The key finding of this master's thesis serves as a guide for organisations; namely, that sustainable innovations do not necessarily directly affect the consumer or elicit a quicker or more decisive response. We have found that organisations need to pay close attention to sustainable innovations that are not immediately perceived by the consumer. Research shows that the consumer considers them extremely important, as they have an indirect impact on the consumer’s local environment through the organisation's internal processes.
Secondary keywords:	Tehnološke inovacije;Potrošniki;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 82 f.
ID:	19349780