Percepcija utjecaja H&M zelene kampanje na studente u Hrvatskoj

master's thesis

• Title (english): Perception of the impact of the H&M green campaign on students in Croatia
• Author: Ema Petrušić
• Mentor: Tanja Grmuša (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Svjetska istraživanja pokazala su kako danas postoji veća svijest o važnosti održive mode i proizvodnje među ljudima, no pitanje je ima li ona utjecaj na potrošačko ponašanje. U literaturi istraživači često spominju kako je na ekološku svijest populacije uvelike utjecao i greenwashing kojim se mnoge kompanije služe. Cilj je ovog diplomskog rada utvrditi percepciju utjecaja zelene H&M kampanje na studente u Hrvatskoj. Rad je podijeljen u tri osnovna dijela. U prvom se uvodnom dijelu raspravlja o teoriji brze mode, njezinoj povijesti i utjecaju, te o samom H&M brendu te njihovim aktivnostima. U ovom su dijelu istaknuta prijašnja istraživanja i radovi na slične teme, te se na osnovi tih radova temelje i hipoteze rada. Drugi se dio rada sastoji od istraživanja koje je provedeno online anketnim upitnikom u kojem je sudjelovalo 162 studenta s tri hrvatska sveučilišta u Zagrebu, Rijeci i Osijeku. Anketa je provedena online u razdoblju od 10. 10. 2022. do 16. 10. 2022. gdje su studenti mogli svojevoljno pristupiti Google Forms upitniku i ispuniti ga anonimno. U završnom dijelu rada hipoteze su se analizirale u odnosu na dobivene podatke. Otkriveno je kako su studenti u Hrvatskoj svjesni važnosti i utjecaja brze mode na okoliš i zajednicu no, kao i u prijašnjim vanjskim istraživanjima, ta svjesnost nema veliki utjecaj na njihove potrošačke navike i ponašanje.

Abstract (english)

Global research has shown that today there is a greater awareness of the importance of sustainable fashion and production among people, but question is whether it has an impact on consumer behavior. In the literature, researchers often mention that the environmental awareness of the population was greatly influenced by the greenwashing that many companies use. The aim of this thesis is to determine the perception of the impact of the green H&M campaign on students in Croatia. The paper is divided into three basic parts. The first introductory part discusses the theory of fast fashion, its history and influence, as well as the H&M brand itself and their activities. In this part, previous research and works on similar topics are highlighted, and the hypotheses of the work are based on these works. The second part of the work consists of research that was conducted using an online survey questionnaire in which 162 students from three Croatian universities in Zagreb, Rijeka and Osijek participated. The survey was conducted online in the period from October 10th 2022. until October 16th 2022. where students could voluntarily access the Google Forms questionnaire and fill it out anonymously. In the final part of the paper, the hypotheses were analyzed in relation to the obtained data. It was discovered that students in Croatia are aware of the importance and impact of fast fashion on the environment and society, but, as in previous external research, this awareness does not have a great impact on their consumer habits and behavior.

• Keywords: greenwashing; ekološka svijest; studentski konzumerizam; H&M kampanja; održiva moda.
• Keywords (english): greenwashing; environmental awareness; student consumerism; H&M campaign; sustainable fashion
• Language: croatian
• URN:NBN: urn:nbn:hr:111:023711
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-25 10:01:42