摘要：Integrisanje principa društveno odgovornog ponašanja u poslovne aktivnosti jedan je od najvećih izazova preduzeća.Poslednjih decenija je izražen kritičkistavjavnosti prema preduzećima i njihovim aktivnostima i raste zabrinutost za prirodnu neravnotežu i posledično za društvene probleme.U takvim uslovima raste briga isvest jednog dela potrošača o uticaju koji mogu svojom potrošnjom imati na životnu sredinu i društvo u celini.Jačanje ekološke svesti javnostivremenom je dovelo do profilisanja novog segmenta potrošača sa bitno izmenjenim motivima i očekivanjima u kupovini i potrošnji.Radise o ekološki odgovornim potrošačima kojisačinjavaju segmentsa karakterističnim obeležjima.Rast takvog tržišnog segmenta doveo je do promene poslovnih modela preduzeća.Nove poslovne modele karakteriše sve intenzivnije usvajanje principa društvenog marketinga i njihovog ugrađivanja u poslovne aktivnosti.Deo takvih promena i trendova vodi ka tzv.zelenom marketingu koji preduzeća koriste kao moguću marketing strategiju.Preduzeća vođena konceptom zelenog marketinga karakteriše usvajanje novih kriterijuma u generisanju inovacija i pozicioniranja u lancu vrednosti.Efekti takve strategije su mogući ukoliko postojisaradnja partnera u lancu vrednosti koja imaju osećaj odgovornosti prema okruženju.Namera autora je da na osnovu realizovanog empirijskog istraživanja identifikuju motive i ograničenja potrošača u Republici Srbiji koji ih pokreću odnosno sprečavaju na kupovinu zelenih proizvoda.Takođe,cilj je da se ukaže da li zabrinutost za životnu sredinu utiče na kupovinu proizvoda kojise oglašavaju kao zdravi.Takve informacije omogućiće sagledavanje potencijalnog neslaganja između preferencija i ponašanja potrošača na nacionalnom tržištu i definisanje implikacija na razvijanje marketing strategije preduzeća u Republici Srbiji.
其他摘要：Integrating CSR principles into business activities is one of the biggest challenges of companies.Last decades,a critical attitude of the public has been expressed towards companies and their activities and concerns about natural imbalance and consequently on social problems are growing.In such conditions,the concern and awarness of consumers about the impact they can have on their environment and society as a whole,grows.Increasing the environmental awarness of the public over time,has led to the profiling of a new segment of consumers with significantly changed motives and expectations in pruchasing and consumption.It is about environmentally responsible consumers who make up a segment with distinct characteristics.The growth of such a market segment has led to a change in the company’s business models.New business models are characterized by an increasing adoption of marketing principles and their incorporation into business activities.Part of such changes and trends is leading to the so-called green marketing that companies are using as a possible marketing strategy.Companies led by the concept of green marketing are characterized by the adoption of new criteria in generating inovation and positioning in the value chain.The effects of such a strategy are possible if there is cooperation of partners in the value chain who have a sense of responsibility towards the environment.In this paper,the author’s intention is to identify,based on the empirical research conducted,the motives and limitations of consumers in the Republic of Serbia which trigger them or prevent them from purchasing green products.Also,the goal is to determine whether environmental concerns affect the purchase of products that are marketed as healthy.Such information will make it possible to look at the potential discrepancy between preferences and consumer behavior in the domestic market and to define the implications for developing the marketing strategy of companies in the Republic of Serbia.
关键词：Integrisanje principa društveno odgovornog ponašanja u poslovne aktivnosti jedan je od najvećih izazova preduzeća.Poslednjih decenija je izražen kritičkistavjavnosti prema preduzećima i njihovim aktivnostima i raste zabrinutost za prirodnu neravnotežu i posledično za društvene probleme.U takvim uslovima raste briga isvest jednog dela potrošača o uticaju koji mogu svojom potrošnjom imati na životnu sredinu i društvo u celini.Jačanje ekološke svesti javnostivremenom je dovelo do profilisanja novog segmenta potrošača sa bitno izmenjenim motivima i očekivanjima u kupovini i potrošnji.Radise o ekološki odgovornim potrošačima kojisačinjavaju segmentsa karakterističnim obeležjima.Rast takvog tržišnog segmenta doveo je do promene poslovnih modela preduzeća.Nove poslovne modele karakteriše sve intenzivnije usvajanje principa društvenog marketinga i njihovog ugrađivanja u poslovne aktivnosti.Deo takvih promena i trendova vodi ka tzv.zelenom marketingu koji preduzeća koriste kao moguću marketing strategiju.Preduzeća vođena konceptom zelenog marketinga karakteriše usvajanje novih kriterijuma u generisanju inovacija i pozicioniranja u lancu vrednosti.Efekti takve strategije su mogući ukoliko postojisaradnja partnera u lancu vrednosti koja imaju osećaj odgovornosti prema okruženju.Namera autora je da na osnovu realizovanog empirijskog istraživanja identifikuju motive i ograničenja potrošača u Republici Srbiji koji ih pokreću odnosno sprečavaju na kupovinu zelenih proizvoda.Takođe,cilj je da se ukaže da li zabrinutost za životnu sredinu utiče na kupovinu proizvoda kojise oglašavaju kao zdravi.Takve informacije omogućiće sagledavanje potencijalnog neslaganja između preferencija i ponašanja potrošača na nacionalnom tržištu i definisanje implikacija na razvijanje marketing strategije preduzeća u Republici Srbiji.
其他关键词：Integrating CSR principles into business activities is one of the biggest challenges of companies.Last decades,a critical attitude of the public has been expressed towards companies and their activities and concerns about natural imbalance and consequently on social problems are growing.In such conditions,the concern and awarness of consumers about the impact they can have on their environment and society as a whole,grows.Increasing the environmental awarness of the public over time,has led to the profiling of a new segment of consumers with significantly changed motives and expectations in pruchasing and consumption.It is about environmentally responsible consumers who make up a segment with distinct characteristics.The growth of such a market segment has led to a change in the company’s business models.New business models are characterized by an increasing adoption of marketing principles and their incorporation into business activities.Part of such changes and trends is leading to the so-called green marketing that companies are using as a possible marketing strategy.Companies led by the concept of green marketing are characterized by the adoption of new criteria in generating inovation and positioning in the value chain.The effects of such a strategy are possible if there is cooperation of partners in the value chain who have a sense of responsibility towards the environment.In this paper,the author’s intention is to identify,based on the empirical research conducted,the motives and limitations of consumers in the Republic of Serbia which trigger them or prevent them from purchasing green products.Also,the goal is to determine whether environmental concerns affect the purchase of products that are marketed as healthy.Such information will make it possible to look at the potential discrepancy between preferences and consumer behavior in the domestic market and to define the implications for developing the marketing strategy of companies in the Republic of Serbia.
