20.500.12556/RUL-161893 Odnos potrošnikov do potrošniškega minimalizma ter dejavniki motivacije in odvračanja diplomsko delo Consumer attitudes towards minimalism in consumption and motivation factors and barriers Potrošniški minimalizem je življenjski slog zavestnega omejevanja potrošnje in materialnih dobrin, ki se je pojavil v zadnjem desetletju kot protiutež pretirani potrošnji in njenim negativnim posledicam na človeka in okolje. Zavrača idejo, da lastništvo materialnih dobrin vodi do sreče in spodbuja potrošnike h kritičnemu ovrednotenju lastne potrošnje in prioritet, posledično pa ima potencial za ustvarjanje kolektivnega prizadevanja za spremembe v družbi. Čeprav je priljubljenost tega sloga zaznati tudi v Sloveniji, tematika pri nas še ni raziskana. V diplomski nalogi sem zato na podlagi literature v prvem delu najprej preučila pojem, njegov razvoj, vse njegove dimenzije ter motive in ovire. V drugem, empiričnem delu, sem s kvantitativno metodo anketnega vprašalnika raziskala, kakšen je odnos slovenskih potrošnikov do potrošniškega minimalizma, identificirala ključne dejavnike motivacije in odvračanja ter preverila morebiten vpliv sociodemografskih dejavnikov. Rezultati so pokazali, da potrošniki v Sloveniji udejanjajo minimalistični življenjski slog, pri čemer jih najbolj motivirajo osebne koristi, a kljub temu verjamejo tudi v njegov potencial za ustvarjanje družbenih sprememb. Najbolj izpostavljeni oviri sta bili čustvena navezanost na predmete ter oglaševanje in širši družbeni sistem, kar je pokazalo, da ključne ovire niso izrazito potrošniške. Statistično značilnega vpliva sociodemografskih dejavnikov nisem zaznala. Ugotovitve potrjujejo priljubljenost življenjskega sloga in nakazujejo priložnosti za podjetja in blagovne znamke, da jih s takšno filozofijo pritegnejo. Consumer minimalism is a lifestyle of consciously limiting consumption and material goods, which has emerged in the last decade as a counterweight to over-consumption and its adverse effects on people and the environment. It rejects the idea that possession of material goods leads to happiness and encourages consumers to critically evaluate their consumption and priorities, and therefore also has the potential to create a collective effort for social change. Despite its popularity in Slovenia, the topic is yet to be researched in our country. In my thesis, I have first examined the concept, its development, and all its dimensions, motives, and barriers based on the literature. In the second empirical part, I used a quantitative questionnaire survey method to investigate Slovenian consumers' attitudes towards consumer minimalism, to identify the main motivational factors and barriers, and to examine the possible influence of socio-demographic characteristics. The results showed that Slovenian consumers adopt a minimalist lifestyle, mainly motivated by personal benefits, but they also believe in its potential to create social change. The most emphasized barriers were emotional attachment to objects and advertising and the broader social system, showing that the main barriers are not strongly consumer-driven. I did not find a statistically significant impact of socio-demographic factors. The findings confirm the popularity of the lifestyle and point to opportunities for companies and brands to appeal to them with such a philosophy. potrošniški minimalizem minimalističen življenjski slog dimenzije potrošniškega minimalizma dejavniki motivacije dejavniki odvračanja consumer minimalism lifestyle minimalism dimensions of consumer minimalism motivation factors barriers true true false N. Lipovčić Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-15 08:30:51 2024-09-15 08:30:55 2024-10-08 16:01:27 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (64 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1(043.2) 166894 210734851 15177.pdf 15177.pdf 1 67EC2E9353EDF0079E75B1ECA662309C 515957e76fd0b2ea0fe62ab63de15eb8fcfe340bc27b32203f608c647e77b541 fa38c982-732b-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=190886 Fakulteta za družbene vede 0 0 0