Instagram objave trajnostnih znamk in njihov vpliv na vključenost v vsebino ter nakupno namero pri generaciji Z: vidik teorije rab in zadovoljitev. : magistrsko delo

Stajnko, Januša (author), Golob, Urša (mentor)

Trajnostna potrošnja in skrb za okolje sta izjemno pomembni temi za predstavnike generacije Z. Ta skupina mladih se zaveda groženj, ki jih prinaša nadaljnje zanemarjanje podnebnih sprememb in varovanja okolja, hkrati pa je zanjo značilno, da je množično prisotna na družbenih omrežjih. Preko njih zadovoljujejo različne potrebe, v ospredju Instagrama sta potreba po informacijah in možnost samoizražanja. Osrednji cilj magistrskega dela je tako ugotoviti povezave med motivi za spremljanje objav o trajnosti, vključenostjo v vsebino in nakupno namero. Empirično raziskovanje z uporabo metode anketnega vprašalnika kaže, da se zadovoljene potrebe po informacijah in samoizražanju odražajo v vključevanju v vsebino tako z vidika potrošnje kot tudi ustvarjanja vsebin. Večje informiranje znotraj trajnostnih objav bo privedlo do povečane nakupne namere, povečana možnost samoizražanja pa tega ne bo spodbudila. Do večje nakupne namere bo prišlo tudi zaradi večje vključenosti v vsebino. Pri tem je v ospredju izrabljanje vsebin, ne pa tudi ustvarjanje vsebin.

• Language: Slovenian
• Keywords: trajnostna potrošnja, Instagram, generacija Z, teorija rab in zadovoljitev, nakupna namera
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: J. Stajnko
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (80 str.))
• PID: 20.500.12556/RUL-163114
• UDC: 077.5:366.1(043.2)
• COBISS.SI-ID: 215446275
• Publication date in RUL: 02.10.2024

STAJNKO, Januša, 2024, Instagram objave trajnostnih znamk in njihov vpliv na  vključenost v vsebino ter nakupno namero pri generaciji Z: vidik  teorije rab in zadovoljitev. : magistrsko delo [online]. Master’s thesis. Ljubljana : J. Stajnko. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=163114

Secondary language

• Language: English
• Title: Instagram posts of sustainable brands and their impact on content engagement and purchase intention among Generation Z: a uses and gratifications theory perspective.

Abstract

Sustainable consumption and environmental care are extremely important topics for representatives of Generation Z. This group of young people is aware of the threats posed by the continued neglect of climate change and environmental protection, and it is also characterized by a massive presence on social media. Through these platforms, they satisfy various needs, with Instagram primarily fulfilling the need for information and self-expression. The main goal is to determine the connections between the motives for following sustainability posts, content engagement, and purchase intention. Empirical research using a survey method indicates that the satisfied needs for information and self-expression are reflected in content engagement, both in terms of consumption and creation. Greater information seeking within sustainable posts will lead to increased purchase intention, while increased self-expression will not encourage this. Increased content engagement will also lead to higher purchase intent ion, with engagement meaning content consumption rather than content creation.

• Keywords: sustainable consumption, Instagram, Generation Z, uses and gratification theory, purchase intention