20.500.12556/RUL-183881 Vpliv grdih oznak na potrošniške odločitve pri nakupu blaga z napakami magistrsko delo The impact of ugly labels on consumer decisions when purchasing goods with defects Magistrsko delo obravnava vpliv označevanja »grdih« oziroma nepopolnih izdelkov na odločitve potrošnikov pri nakupu blaga z napakami, zlasti hrane nepopolnega videza, ki je sicer užitna, a pogosto pristane med odpadki. Izhodišče raziskave izhaja iz naraščajočega globalnega problema zavržene hrane ter potrebe po trajnostnih potrošniških praksah, ki vključujejo večjo sprejemljivost nepopolnih izdelkov. Namen raziskave je preveriti, ali lahko trženjski pristop z grdimi oznakami prispeva k zmanjšanju zavržene hrane s spodbujanjem nakupa vizualno neprivlačnih izdelkov. V teoretičnem delu obravnavamo trajnostno vedenje potrošnikov, problematiko živilskih odpadkov, značilnosti nepopolnih izdelkov ter trženjske strategije, z osrednjim poudarkom na humorju in »grdem označevanju« kot morebitnem prepričevalnem mehanizmu na prodajnem mestu. Empirični del temelji na kvantitativni spletni anketi (n = 130), izvedeni na priložnostnem vzorcu, s katerim je bila preučena povezava med oznakami, popusti in namero nakupa nepopolnih izdelkov. Rezultati kažejo, da bi večina anketirancev nepopolne izdelke kupila ob cenovnem popustu, pomemben delež pa tudi brez njega, če je nakup predstavljen kot okoljsko odgovoren. Grde in duhovite oznake dokazano povečajo pozornost ter nakupno namero v primerjavi z nevtralnim označevanjem, zlasti v kombinaciji z zmernim popustom. Magistrsko delo tako ponuja empirične dokaze, da lahko premišljeno označevanje nepopolnih izdelkov prispeva k trajnostni potrošnji in zmanjšanju zavržene hrane. The master's thesis examines the impact of labelling “ugly” or imperfect products on consumer decisions when purchasing goods with defects, especially food of imperfect appearance, which otherwise remains edible but often ends up as waste. The research is based on the growing global problem of food waste and the need for sustainable consumer practices that include greater acceptance of imperfect products. The purpose of the research is to verify whether a marketing approach using ugly labels can contribute to reducing food waste by encouraging the purchase of visually unattractive products. In the theoretical part, we discuss sustainable consumer behaviour, the issue of food waste, the characteristics of imperfect products, and marketing strategies, with a central focus on humour and “ugly labelling” as a possible persuasive mechanism at the point of sale. The empirical part is based on a quantitative online survey (n=130), conducted on a convenience sample, which was used to examine the relationship between labels, discounts, and the intention to purchase imperfect products. The results show that most respondents would buy imperfect products at a price discount, and a significant proportion even without a discount if the purchase is presented as environmentally responsible. Ugly and witty labels demonstrably increase attention and purchase intention compared to neutral labelling, especially in combination with a moderate discount. The master's thesis thus offers empirical evidence that thoughtful labelling of imperfect products can contribute to sustainable consumption and the reduction of food waste. grde oznake nepopolni izdelki trajnostno vedenje potrošnikov zavržena hrana trženjske strategije ugly labels imperfect products sustainable consumer behaviour food waste marketing strategies true true false T. Verk Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-20 07:30:07 2026-06-20 07:30:23 2026-07-03 09:43:40 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (100 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:641(043.2) 195774 283519747 28619.pdf 28619.pdf 1 C9D4A88B6D75519FB38845A2B600800B e2e2b1fd01da8b4f6a4c6598c5d007ca1d65e2817252b693501882a30a36e7d9 124d085f-6c69-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=236191 Fakulteta za družbene vede 0 0 0