Prethodno priopćenje
Ethical consumer behaviour in marketing
Ružica Kovač Žnideršić
; Ekonomski fakultet Sveučilišta u Novom Sadu, Subotica, Srbija
Suzana Salai
; Ekonomski fakultet Sveučilišta u Novom Sadu, Subotica, Srbija
Aleksandar Grubor
; Ekonomski fakultet Sveučilišta u Novom Sadu, Subotica, Srbija
Dražen Marić
orcid.org/0000-0001-9621-7906
; Ekonomski fakultet Sveučilišta u Novom Sadu, Subotica, Srbija
Sažetak
Over the past few decades, marketing theory and practice have paid increasing attention to the phenomenon of ethical consumer behaviour. There is no doubt that the modern consumers are sophisticated and prepared for different types of actions to protect rights which are considered to belong to them. On the other hand, numerous reports on sales trends of so-called ethical products and services do not record significant growth and participation in the total consumption. As this issue still contains many controversies as to whether declarative nature of ethical demands of consumers in the
market are supported with their actual behaviour and purchase decisions, this article attempts to point out some directions of thinking and future research, based on experience from the Republic of Serbia.
Ključne riječi
ethics; ethical consumer; consumer behaviour; consumer activism
Hrčak ID:
132523
URI
Datum izdavanja:
1.6.2013.
Posjeta: 10.686 *