{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-KEE3CSPG/a24198c4-de6f-4958-8084-b83caca3b88c/PDF","dcterms:extent":"204 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-KEE3CSPG/fc43a0ad-5820-4f9f-8a5b-1d52bb15fc18/TEXT","dcterms:extent":"40 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-KEE3CSPG","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2019","dc:creator":["Golob, Urša","Kos Koklič, Mateja"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:14"},{"@xml:lang":"sl","#text":"številka:28"},{"@xml:lang":"sl","#text":"str. 39-48"}],"dc:identifier":["ISSN:1408-1652","COBISSID_HOST:25155046","URN:URN:NBN:SI:doc-KEE3CSPG"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"sl","#text":"consumers"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"potrošniki"},{"@xml:lang":"sl","#text":"Slovenia"},{"@xml:lang":"sl","#text":"Slovenija"},{"@xml:lang":"sl","#text":"sustainable development"},{"@xml:lang":"sl","#text":"trajnostni razvoj"},{"@xml:lang":"sl","#text":"trženje"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Pet odtenkov trajnosti med slovenskimi porabniki| segmentacijska študija|"},"dc:description":[{"@xml:lang":"sl","#text":"This paper presents a segmentation model of sustainably oriented consumers in Slovenia, where sustainability is understood as a holistic concept with an environmental, social, and economic component. Hence, our study also differs substantially from similar studies in the literature, which are mainly limited to the environmental category. For the segmentation we use psychographic variables, which are defined in the literature as those that have the highest potential impact on the sustainable consumer behavior. The analysis is based on a sample of 462 Slovenian respondents; the sample is representative of sex and age according to the Slovenian consumer population. Segmentation grouping by K-means classification and multivariate analysis show five statistically distinct segments named: the responsibles, the aware, the economically oriented, the declarants, and the uninterested. Among them, the largest segments are the responsibles and the declarants. Our segmentation model also provides useful implications for the practice of sustainable marketing"},{"@xml:lang":"sl","#text":"Prispevek predstavlja segmentacijski model trajnostno naravnanih porabnikov v Sloveniji, pri čemer trajnost razumemo kot holistični koncept z okoljsko, družbeno in ekonomsko komponento. Po tem se naša študija tudi bistveno razlikuje od podobnih študij v literaturi, ki so omejene pretežno na okoljsko kategorijo. Za segmentacijo uporabimo psihografske spremenljivke, ki so v literaturi opredeljene kot tiste, ki imajo največji potencialni vpliv na trajnostno vedenje porabnikov. Analiza temelji na vzorcu 462 slovenskih respondentov; vzorec je glede na slovensko populacijo porabnikov reprezentativen po spolu in starosti. Segmentacijsko razvrščanje v skupine po metodi voditeljev in multivariatna analiza variance pokažeta pet med seboj statistično značilno različnih segmentov, ki smo jih poimenovali: odgovorneži, ozaveščenci, ekonomsko usmerjeni, deklarativci in nezainteresirani. Med njimi sta številčno največja segmenta odgovorneži in deklarativci. Naš segmentacijski model prinaša koristne implikacije tudi za prakso trajnostnega marketinga"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-KEE3CSPG","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-KEE3CSPG"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-KEE3CSPG/a24198c4-de6f-4958-8084-b83caca3b88c/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-KEE3CSPG/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-KEE3CSPG"}}}}