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Pet odtenkov trajnosti med slovenskimi porabniki : segmentacijska študijaKos Koklič, Mateja ; Golob, Urša, 1977-Prispevek predstavlja segmentacijski model trajnostno naravnanih porabnikov v Sloveniji, pri čemer trajnost razumemo kot holistični koncept z okoljsko, družbeno in ekonomsko komponento. Po tem se ... naša študija tudi bistveno razlikuje od podobnih študij v literaturi, ki so omejene pretežno na okoljsko kategorijo. Za segmentacijo uporabimo psihografske spremenljivke, ki so v literaturi opredeljene kot tiste, ki imajo največji potencialni vpliv na trajnostno vedenje porabnikov. Analiza temelji na vzorcu 462 slovenskih respondentov; vzorec je glede na slovensko populacijo porabnikov reprezentativen po spolu in starosti. Segmentacijsko razvrščanje v skupine po metodi voditeljev in multivariatna analiza variance pokažeta pet med seboj statistično značilno različnih segmentov, ki smo jih poimenovali: odgovorneži, ozaveščenci, ekonomsko usmerjeni, deklarativci in nezainteresirani. Med njimi sta številčno največja segmenta odgovorneži in deklarativci. Naš segmentacijski model prinaša koristne implikacije tudi za prakso trajnostnega marketinga.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 14, št. 28, jun. 2019, str. 39-48)Type of material - article, component part ; adult, seriousPublish date - 2019Language - slovenianCOBISS.SI-ID - 25155046
Author
Kos Koklič, Mateja |
Golob, Urša, 1977-
Topics
marketing |
trajnostni razvoj |
potrošniki |
Slovenija |
Slovenija |
marketing |
sustainable development |
consumers |
Slovenia |
Slovenia
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source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 14, št. 28, jun. 2019, str. 39-48)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Kos Koklič, Mateja | 24395 |
Golob, Urša, 1977- | 28675 |
Source: Personal bibliographies
and: SICRIS
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