Vpliv stališč, preteklih nakupnih izkušenj in zaznane vrednosti o družbeni odgovornosti podjetja na nakupno namero : magistrsko delo

Paladin, Ivana Jana (author), Golob, Urša (mentor)

Glede na trenutne okoljske in družbene razmere, postaja DOP vse bolj pomembna tema. Podjetja, ki izvajajo DO prakse razpolagajo z dodatno konkurenčno prednostjo, hkrati se trgu borijo za svoj obstoj s čim večjo prodajo izdelkov, zato je proučevanje vpliva na nakupno namero DO izdelkov pomembno. V magistrski nalogi smo raziskovali vplive stališč o DOP, preteklih nakupnih izkušnjah z DO izdelki in zaznane vrednosti (emocionalna, družbena in funkcionalna) na nakupno namero. Na podlagi obstoječe literature smo oblikovali konceptualni model in postavili hipoteze med opredeljenimi spremenljivkami. Kvantitativne podatke smo pridobili preko spletne ankete in jih analizirali s pomočjo programa SmartPLS. Ugotovili smo, da stališča o DOP bolj vplivajo na zaznane vrednosti kot pretekle nakupne izkušnje z DO izdelki. Slednje vplivajo tudi na nakupno namero. Medtem ko stališča nimajo direktnega vpliva na nakupno namero, le preko emocionalne in družbene zaznane vrednosti. Obe zaznani vrednosti tudi vplivata na nakupno namero, medtem ko funkcionalna zaznana vrednost ob prisotnosti direktnega vpliva stališč v obravnavanem modelu nima vpliva na nakupno namero. Slednja vpliva nanjo le v primeru, kadar stališča ne odigrajo vloge motilca povezave med funkcionalno zaznano vrednostjo in nakupno namero. Tako z raziskovalnega kot praktičnega vidika je pomembno, da se zavedamo kompleksnosti vplivanja na nakupno namero DO izdelkov. Pomembno je poudariti pomen ozaveščanja potrošnikov o DOP preko DO praks podjetij. Bolj kot bodo potrošniki razpolagali z znanjem o DOP, večji vpliv bodo preučevane spremenljivke imele na nakupno namero, bolj bodo podpirali in sodelovali v skrbi za okolje in družbo.

• Language: Slovenian
• Keywords: družbena odgovornost podjetja, družbeno odgovorne prakse podjetja, stališča, pretekle nakupne izkušnje, emocionalna zaznana vrednost, družbena zaznana vrednost, funkcionalna zaznana vrednost, nakupna namera, vpliv
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [I. J. Paladin]
• Year: 2022
• Number of pages: 123 str.
• PID: 20.500.12556/RUL-142167
• UDC: 366:316.6(043.2)
• COBISS.SI-ID: 128029699
• Publication date in RUL: 22.10.2022

PALADIN, Ivana Jana, 2022, Vpliv stališč, preteklih nakupnih izkušenj in zaznane vrednosti o družbeni odgovornosti podjetja na nakupno namero : magistrsko delo [online]. Master’s thesis. Ljubljana : I. J. Paladin. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=142167

Secondary language

• Language: English
• Title: The impact of attitudes, previous purchase experiences and the perceived value of corporate social responsibility on the purchase intention

Abstract

Considering the current environmental and social issues, CSR is becoming an important topic. Companies that implement CSR practice have an additional competitive advantage, at the same time they are competing in the market by selling products, so it is important to know how to influence the purchase intention of green products. In the master's thesis, we investigated the influence of CSR attitudes, past purchase experiences of green products and perceived value (emotional, social and functional) on purchase intention. Based on the existing literature, we created a conceptual model and set up hypotheses with defined variables. We collected quantitative data through online surveys and analysed using the Smart PLS program. We found that CSR attitudes have a greater influence on perceived values than past purchase experiences. The latter also affects the purchase intention. While attitude does not have a direct influence on purchase intention, it only influences it indirectly through emotional and social perceived value. Both perceived values also influence purchase intention, while functional perceived value has no influence on purchase intention in the presence of the direct influence of attitude in the considered model. The latter affects it only if attitudes do not disrupt the connection between the functionally perceived value and the purchase intention. It is important for the academic and business spheres to be aware of the complexity of the influence on the purchase intention of green products. In addition, to consider the importance of raising consumer awareness of CSR through companies' CSR practices. The more consumers will have knowledge about CSR, the more influence the studied variables will have on purchase intention, the more they will support and participate in caring for the environment and society.

• Keywords: corporate social responsibility, socially responsible corporate practice, attitudes, past purchase experience, emotional perceived value, social perceived value, functional perceived value, purchase intention, influence