"Zeleno bogastvo" storitvene znamke, primer: Bioterme Mala Nedelja : primer Bioterme Mala Nedelja

Hebar, Petra (author), Golob, Urša (mentor)

Različne okoljske nesreče so privedle do razvoja okoljevarstva na različnih ravneh. Posledično se je začel razvijati tako imenovani zeleni marketing. Pojem zeleni marketing se lahko nanaša na paleto različnih aktivnosti podjetja in ni nujno, da se z njim označuje zgolj promocijo in oglaševanje zelenih produktov. Potrošniki so postali pozorni na okoljevarstvena delovanja podjetij in na zelene produkte. Tako so podjetja bila primorana sprejeti okoljevarstveno delovanje, saj so to na eni strani od njih pričakovali potrošniki, na drugi strani pa so jih v to smer spodbujale različne okoljske politike. S pomočjo zelenih atributov produktov pa podjetja ne zadovoljujejo le potrošnikovih želja, ampak tudi večajo zeleno bogastvo znamke. Cilj tega dela je bil ugotoviti vpliv zelene podobe znamke, zadovoljstva z zeleno znamko in zaupanja do zelene znamke na zeleno bogastvo turistične znamke. Po pregledu literature smo se posvetili empiričnemu delu, v katerem so najprej predstavljene Bioterme Mala Nedelja, ki so služile kot preučevana znamka. Za zbiranje podatkov je bila uporabljena kvantitativna metoda zbiranja podatkov. V sklopu analize anketnega vprašalnika sem zasledila pozitivno povezavo med zeleno podobo znamke, zadovoljstvom z zeleno znamko in zelenim bogastvom turistične znamke.

• Language: Slovenian
• Keywords: zeleni marketing, zeleno bogastvo znamke, zeleno vedenje potrošnikov
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [P. Hebar]
• Year: 2020
• Number of pages: 66 str.
• PID: 20.500.12556/RUL-124016
• UDC: 502:366(043.2)
• COBISS.SI-ID: 47802627
• Publication date in RUL: 20.12.2020

HEBAR, Petra, 2020, “Zeleno bogastvo” storitvene znamke, primer: Bioterme Mala Nedelja : primer Bioterme Mala Nedelja [online]. Master’s thesis. Ljubljana : P. Hebar. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=124016

Secondary language

• Language: English
• Title: The green equity of the service brand, example: Bioterme Mala Nedelja : magistrsko delo

Abstract

Different environmental disasters have led to the development of environmental protection at different levels. As a result, so-called green marketing began to develop. The term green marketing can refer to a range of different company activities and does not necessarily refer to the promotion and advertisement of green products. Consumers have become more aware of the environmental operations of businesses and of green products. Thus, companies were forced to adopt environmental activities, as consumers expected them to do so on the one hand, and on the other, they were encouraged by various environmental policies. With the help of green product attributes, companies not only satisfy the consumer's wishes, but also increase the green brand equity. The aim of this work was to determine the impact of green brand image, green brand satisfaction and green brand trust on the green brand equity of the tourism brand. The literature review is followed by an empirical section, that first introduces Bioterme Mala Nedelja, which served as the analyzed brand. A quantitative data collection method was used for data collection. During the survey questionnaire analysis I found a positive link between green brand image, green brand satisfaction and the green brand equity of a tourism brand.

• Keywords: green marketing, green brand equity, green consumer behavior