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Autori: Kadić-Maglajlić, Selma; Dlačić, Jasmina; Micevski, Milena
Naslov: Generation Z: Generation of Green Consumer Values
Izvornik: 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina (ur.). - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR , 2013. 188-202 (ISBN: 978-953-7842-18-5).
Skup: 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights
Mjesto i datum: Lovran, Hrvatska, 24-26.10.2013.
Ključne riječi: Generation Z ; Green Values ; Pro-environmental Behaviour
Sažetak:
Past research show that awareness regarding the nature and possible environmental impact can be enhanced through education. Hence, getting familiar with the state of green values in early age is a prerequisite shaping green policy that could educate young green consumers and therefore have a wider impact of environment because consumers with stronger green values will tend to make decisions consistent with environmentally sustainable consumption. Hence, the focus of this study are consumers born after 1996, called Generation Z and their pro-environmental behaviour. Pro- environmental attitudes are comprised of different indirect and direct pro- environmental actions. These actions, together with concern are explored as green consumer values that shape and guide future pro- environmental consumer behaviour. Field research conducted in two high schools in Croatia point out that green consumer values are positively related to their willingness and ability to act as well as to actual taking action. Therefore our study confirms that green consumer values have positive influence on pro- environmental behaviour. Hence, including green consumer values within the education process would have positive impact on environmental actions and pro-environmental behaviour. Paper offers implications that can be used in approaching and educating Generation Z on the impact they have on the environment.
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Projekt / tema: 081-1151212-1454
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
Upisao u CROSBI: Jasmina Dlačić (jasmina.dlacic@ri.t-com.hr), 20. Stu. 2013. u 23:05 sati
Napomene:
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1.



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