DOES GENERATION Z BELIEVE IN SOCIAL RESPONSIBILITY? – EXAMINATION OF THE PERCEPTION OF SOCIALLY RESPONSIBLE COMPANIES AND PRODUCTS

Autor: Krneta, Bruno, Ružić, Erik
Jazyk: chorvatština
Rok vydání: 2023
Předmět:
Zdroj: CroDiM : International Journal of Marketing Science
Volume 6
Issue 1
ISSN: 2584-7236
Popis: Od svoje pojave pa do danas, koncept društveno odgovornog poslovanja postao je sastavnim dijelom poslovnih politika, poslovnih modela i komunikacijskih strategija brojnih kompanija, ali i brojnih drugih vladinih i nevladinih aktera. Apeli na društveno odgovorno postupanje zastupljeni su u brojnim komunikacijskim aktivnostima takvih aktera. Međutim, jedno od ključnih obilježja koja karakteriziraju eru generacije Z je upravo veliki broj promotivnih poruka i informacija kojima su svakodnevno izloženi. Obzirom na navedena obilježja okruženja u kojem se nalaze, proizlazi kako se navedeno odražava na psihografske karakteristike generacije Z u obliku smanjenog interesa za brendovima i kompanijama koje se promoviraju, kao i načinu percepcije propagandnih poruka koji se uvelike razlikuje od prethodnih generacija. U provedenom istraživanju nastojalo se utvrditi na koji način generacija Z percipira društveno odgovorna poduzeća i njihove proizvode. Istraživanje je provedeno na uzroku od 132 ispitanika koji su prema dobnoj skupini pripadnici generacije Z. Prikupljanje podataka provedeno je na Fakultetu ekonomije i turizma „Dr. Mijo Mirković“ u Puli putem anketnog upitnika koji je sadržavao sedam pitanja usmjerenih prema ključnim odrednicama kojima se može utvrditi stav o društvenoj odgovornosti. Istraživanje je provedeno prema uzoru na prethodno provedeno istraživanje od strane Gupta, Reetika and Sankar Sen (2013). Iz istraživanja načelno proizlazi kako pripadnici generacije Z imaju pozitivnu percepciju društveno odgovornih kompanija i njihovih proizvoda.
From its inception until today, the concept of corporate social responsibility has become an integral part of the business policies, models, and communication strategies of numerous companies, as well as many governmental and non-governmental organizations. Appeals for socially responsible behavior are represented in various communication activities of such entities. On the other hand, one of the key features that characterize Generation Z is exposure to a large number of promotional messages and information on a daily basis. Considering the aforementioned features of their surroundings, it follows that mentioned reflects on the psychographic characteristics of Generation Z in the term of reduced interest in brands and companies that are promoted, as well as a different way of perceiving propaganda messages compared to previous generations. In the conducted research, an effort was made to determine how Generation Z perceives socially responsible companies and their products. The research was conducted on a sample of 132 respondents who belong to Generation Z according to their age group. Data collection was carried out at the Faculty of Economics and Tourism "Dr. Mijo Mirković" in Pula using a survey questionnaire that contained seven questions aimed at key determinants that could provide insights into attitudes about social responsibility. The research was conducted according to the model from previous research by Gupta, Reetika, and Sankar Sen (2013). The findings of the research indicate that members of Generation Z have a positive perception of socially responsible companies and their products.
Databáze: OpenAIRE
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