Истраживање еколошки свесног понашања женских потрошача при куповини одеће применом модела Стимуланс-Организам-Одговор
Sažetak
Извод
Циљ студије је испитати утицајне факторе еколошки свесног понашања женских потрошача при куповини одеће, у контексту европске економије у развоју. Студија се заснива на теоријском оквиру стимуланс-организам-одговор (С-О-Р) и предлаже модерирајућу улогу оријентације ка стилу на директне ефекте на понашање приликом куповине. Испитивање је спроведено електронским путем, на пригодном узорку испитаника. Хипотезе су тестиране на узорку који укључује 343 одговора. Моделовање помоћу структурних једначина, методом делимичних најмањих квадрата (PLS-SEM), коришћењем софтвера SmartPLS4, примењено је за испитивање предложеног истраживачког модела. Резултати студије указују на представу о себи као еколошком потрошачу као утицајнију директну детерминанту понашања приликом куповине, у поређењу са зеленим оглашавањем, и медијациону улогу представе о себи као еколошком потрошачу у односу између зеленог оглашавања и еколошки свесног понашања при куповини одеће. Истраживање је указало на модерирајућу улогу оријентације ка стилу у односу између представе о себи као еколошком потрошачу и понашања приликом куповине. У раду су размотрене теоријске и практичне импликације истраживања, као и ограничења и препоруке за будућа истраживања, у циљу превазилажења недостатака овог истраживања.
Кључне речи: зелено оглашавање, представа о себи као еколошком потрошачу, еколошки свесно понашање при куповини одеће, оријентација ка стилу
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