20.500.12556/RUL-171343 Spreminjanje prehranjevalnih navad v smeri trajnostnih prehranskih izbir: študija primera socialno-marketinške intervencije Okusi spremembo magistrsko delo Changing eating habbit towards sustainable food choices: a case study of social marketing intervention Taste the change Slovenija je država z veliko porabo mesa, prehranske navade pa so globoko zakoreninjene v kulturne in družbene prakse. V magistrskem delu zato preučujemo možnosti spreminjanja prehranjevalnih navad v smeri trajnostnih prehranskih izbir z vidika socialnega marketinga. V teoretičnem delu predstavimo njegova temeljna načela in vlogo vedenjskih modelov, zlasti integrativnega modela COM-B, ter proces strateškega načrtovanja in preverjanja intervencij. Opredelimo koncept trajnostnega razvoja in ga nadgradimo z najnovejšimi izsledki aktualnih raziskav med mladimi odraslimi v Sloveniji, ki prikažejo lastnosti okoljsko ozaveščenega potrošnika. V delu izvedemo dve raziskavi. S pomočjo poglobljenega pregleda literature identificiramo učinkovite pristope in dejavnike, ki vplivajo na trajnostno prehransko vedenje. Empirični del temelji na študiji primera intervencije Okusi spremembo, izvedene na Fakulteti za družbene vede Univerze v Ljubljani. Analiza presoja skladnost intervencije z načeli socialnega marketinga in njeno umeščenost v institucionalni okvir trajnostnega delovanja FDV. Ugotovitve kažejo, da intervencija uspešno naslavlja vedenjske in strukturne vidike ter prispeva k spodbujanju trajnostnih prehranskih praks, zlati kadar naslavlja individualno, družbeno in institucionalno raven. Delo prispeva k poglobljenemu razumevanju socialno-marketinških intervencij pri spodbujanju vedenjskih sprememb skozi oči okoljske ozaveščenosti in odpira možnosti za nadaljnje raziskave, ki umeščajo trajnost v visokošolske institucije. Slovenia has a high level of meat consumption, deeply rooted in cultural and social practices, and meat is increasingly recognized as a major environmental concern. This master’s thesis explores the potential for changing eating habits towards more sustainable dietary choices through social marketing. The theoretical part introduces key principles of social marketing, focusing on behavioral models, particularly the integrative COM-B model, and the process of strategic planning and intervention testing. It also provides an overview of sustainable development, supported by latest research amongst young adults in Slovenia highlighting key characteristics for the shift. An in-depth literature review identifies effective approaches and factors influencing sustainable dietary practice, analyzing both barriers and incentives within environmentally conscious consumption. The empirical part presents a case study of the Taste the Change intervention at the Faculty of Social Sciences, University of Ljubljana. The analysis evaluates the intervention's alignment with social marketing principles and its integration into the faculty's sustainability strategy. Findings suggest that the intervention addresses both behavioral and structural aspects and supports sustainable dietary change through a multi-level approach including individual, social, and institutional dimensions. Lastly, it contributes to a deeper understanding of social marketing interventions in encouraging behavioral change through the eyes of environmental awareness and opens possibilities for further research into embedding sustainability within higher education institutions. socialni marketing trajnostna prehrana mladi odrasli okolje visokošolske institucije social marketing sustainable diet young adults environment higher education institutions true true false R. Miklavž Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-23 08:30:34 2025-08-23 08:30:44 2025-09-15 12:21:36 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (117 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.7:502.131.1(043.2) 177860 248950019 20157.pdf 20157.pdf 1 4D3C0B86142E49E692718F04BC6D338A 125b184186b457f86703331c307ab186f064f98cfe97ec454088d6e5329823d7 979c78ca-7fea-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=214628 Fakulteta za družbene vede 0 0 0