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Title: TRAJNOST KOT VREDNOTA PRI TRŽENJU BLAGOVNE ZNAMKE DOBROTE DOLENJSKE Authors: ID Čegovnik, Marjana (Author) ID Grivec, Malči (Mentor) More about this mentor... Files: 1327$$mag_mc_december_2025.pdf (4,67 MB) MD5: 87290F0BC87C972B9DAC1DD8D1575729   Language: Slovenian Work type: Master's thesis/paper Organization: UNM FEI - University of Novo mesto - Faculty of Economics and Informatics Abstract: Trajnostni razvoj predstavlja eno temeljnih usmeritev sodobne družbe, saj je odgovor na globalne izzive, kot so podnebne spremembe, izčrpavanje naravnih virov in prekomerna potrošnja. Ti procesi pomembno vplivajo na gospodarstvo, družbo in kakovost življenja, zato se krepi potreba po razvoju strategij, ki celovito povezujejo okoljsko, gospodarsko in družbeno razsežnost. Na tem presečišču se razvija koncept trajnostnega trženja, ki presega tradicionalne prodajne cilje ter temelji na transparentnosti, etičnem delovanju in dolgoročni gradnji zaupanja med podjetji in potrošniki. V magistrskem delu je v ospredju trajnostno trženje, s posebnim poudarkom na vlogi lokalne prehrane, ki povezuje kulturno dediščino, spodbuja razvoj lokalnega gospodarstva ter krepi odgovorno rabo naravnih virov. V slovenskem prostoru izstopa blagovna znamka Dobrote Dolenjske, ki predstavlja primer dobre prakse pri uspešnem združevanju trajnostnih pristopov, kakovosti izdelkov ter krepitve identitete lokalnega okolja. Empirični del magistrskega dela preučuje povezavo med razumevanjem trajnosti, nakupnim vedenjem potrošnikov ter zaznavanjem blagovne znamke Dobrote Dolenjske. Raziskava, zasnovana na kombinaciji anketnega vprašalnika in polstrukturiranega intervjuja s predstavnico Zavoda Dobrote Dolenjske, razkriva, da potrošniki trajnost sicer prepoznavajo kot pomembno vrednoto, vendar njihovo razumevanje pogosto ostaja omejeno. Pri nakupnih odločitvah kakovost izdelkov ostaja ključni dejavnik, hkrati pa rezultati nakazujejo pripravljenost potrošnikov za plačilo višje cene za izdelke, ki so v skladu z načeli trajnostnega razvoja. Magistrsko delo prispeva k razumevanju, kako lahko trajnostne vrednote postanejo osrednji del sodobnih trženjskih praks in predstavljajo konkurenčno prednost za lokalne blagovne znamke v Sloveniji. Prav tako ponuja izhodišča za nadaljnje raziskave ter oblikovanje strateških usmeritev v trajnostno naravnanem gospodarstvu, ki temelji na odgovorni potrošnji, lokalni identiteti in dolgoročni skrbi za okolje. Keywords: trajnostni razvoj, trajnostno trženje, potrošniško vedenje, trajnostna prehrana, blagovna znamka Dobrote Dolenjske Year of publishing: 2025 PID: 20.500.12556/ReVIS-12874  Publication date in ReVIS: 25.12.2025 Views: 58 Downloads: 2 Metadata:    Cite this work Plain text BibTeX EndNote XML EndNote/Refer RIS ABNT ACM Ref AMA APA Chicago 17th Author-Date Harvard IEEE ISO 690 MLA Vancouver : Copy citation

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Secondary language

Language:	English
Title:	SUSTAINABILITY AS A VALUE IN THE MARKETING OF THE DOBROTE DOLENJSKE BRAND
Abstract:	Sustainable development represents one of the fundamental orientations of modern society, as it provides an answer to global challenges such as climate change, depletion of natural resources, and excessive consumption. These processes significantly affect the economy, society, and overall quality of life, thereby reinforcing the need for strategies that comprehensively integrate environmental, economic, and social dimensions. At this intersection, the concept of sustainable marketing emerged, going beyond traditional sales goals and focusing on transparency, ethical conduct, and the long-term building of trust between companies and consumers. This master’s thesis focuses on sustainable marketing, with particular emphasis on the role of local food, which connects cultural heritage, promotes the development of the local economy, and strengthens the responsible use of natural resources. In the Slovenian context, the brand Dobrote Dolenjske stands out as a good practice example of successfully combining sustainable approaches, product quality, and the reinforcement of local identity. The empirical part of the thesis examines the relationship between the understanding of sustainability, consumer purchasing behaviour, and the perception of the Dobrote Dolenjske brand. The research, based on a combination of a questionnaire survey and a semi-structured interview with a representative of the Dobrote Dolenjske Institute, reveals that while consumers recognize sustainability as an important value, their understanding of it often remains limited. In purchasing decisions, product quality remains the key factor; however, the results also indicate consumers’ willingness to pay a higher price for products aligned with the principles of sustainable development. This master’s thesis contributes to the understanding of how sustainable values can become an integral part of modern marketing practices and a source of competitive advantage for local brands in Slovenia. It also provides a basis for further research and the development of strategic guidelines in a sustainability-oriented economy founded on responsible consumption, local identity, and long-term environmental stewardship.
Keywords:	sustainable development, sustainable marketing, consumer behaviour, sustainable food consumption, Dobrote Dolenjske brand

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