Ljerka Cerović

U ovom radu se analizira utjecaj brendiranja slavnih na kretanje tržišne potražnje. Rad se fokusira na studiju slučaja slavne južnokorejske pop grupe BTS (Bangtan Sonyeondan) na čijem primjeru se propituje utjecaj brendiranja slavnih na kretanje tržišne potražnje za proizvodima dviju globalnih korporacija, FILA i Samsung, prve (prisutne) u industriji sportske mode, a druge u raznim sektorima, od elektronike do građevine. Kako bi se istražio utjecaj slavne pop grupe BTS na kretanje tržišne potražnje za proizvodima FILA i Samsung, analiziraju se prihodi prodaje (po kvartalima, za razdoblje od 2019. godine do 2023. godine) te online podatci o kretanju tržišne potražnje za proizvodima ciljnih korporacija (tijekom istog razdoblja brendiranja). Horizontalnom analizom poslovanja, uspoređujući iste kvartale po različitim godinama, utvrđeno je da je BTS imao pozitivan utjecaj na potražnju proizvoda ciljnih korporacija kroz cijelo istraživačko razdoblje, potvrđujući značaj varijable brendiranja slavnih u promjeni tržišne potražnje. U tom smislu, pored standardnih varijabli od utjecaja na pomak krivulje potražnje (kao što su dohodak potrošača, cijene supstituta i komplemenata, ukusi potrošača, veličina tržišta te ostali čimbenici kao, primjerice, vremenske prilike, utjecaj sezone, elementarne nepogode, mjere državne intervencije i drugo), obzirom na rezultate istraživanja provedenog u ovom radu, teorija potražnje obogaćuje se za još jednu utjecajnu varijablu.

The Cobweb theorem was first introduced into economic literature by Nicolas Kaldor in 1934. It aims to explain the causes of price volatility in agricultural markets and uses cyclical movements to predict future trends in price levels and output over short or long periods of time. The theorem assumes that producers, i.e. farmers make their production decisions solely on the basis of the average price of the previous period, which shapes the supply curve. It is assumed that demand is relatively constant and inelastic compared to supply. This paper analyses the applicability of the Cobweb theorem to the corn market in the Republic of Croatia. Corn was chosen for the analysis because it is the leading agricultural crop in terms of production volume, acreage and export value. The results show that while the theorem offers a simplified theoretical framework, real-world production decisions are influenced by many factors beyond price, which the model does not account for.

Climate change and global warming, driven by decades of neglect and pollution, increasingly threaten life on Earth. Rising temperatures, species extinction, and frequent wildfires highlight the problem’s severity. To prevent irreversible damage, individuals, institutions, and governments promote recycling, energy-efficient technologies, environmental laws, and other sustainable environmental projects. These efforts aim to mitigate climate change and preserve resources for future generations. However, significant differences exist between the environmental conservation practices of the EU and India, comparable mainly by size but different culturally and economically. These differences influence their approaches to sustainable development and environmental protection. Further analysis using the DEA method could offer valuable insights into the effectiveness of their strategies.

The research problem of this paper is related to numerous open questions in the field of energy, its understanding, its use, and the challenges of the energy future. After the introductory part, in which a brief historical overview of energy literacy is provided, the paper focuses on energy literacy, its emergence, and the different approaches to its definition and measurement. The paper analyzes the energy literacy of students at the Faculty of Economics in Rijeka based on their cognitive, affective, and behavioral skills. Their knowledge about energy, energy processes, and the energy efficiency of the objects they encounter on a daily basis is examined. Their personal attitudes and values are examined through various forms of personal initiatives and active participation in energy sustainability projects. Finally, the habits and behavioral patterns that the respondents have in their daily lives and their tendencies to save energy resources and find energy-efficient solutions are examined. Despite some positive findings, the current results are not satisfactory and point to the creation of adequate public policies with a particular focus on education and the role of the corrective mechanisms of the state, but also the need for joint negotiations between policy makers, regulators, scientists, representatives of civil society, and the business community. The particular contribution of this work is reflected in being the first research of its kind conducted among Croatian economics students, as well as among Croatian students in general; in the creation of a research instrument that is conceptually consistent with the findings from the existing literature, but with an original set of questions within each energy literacy skill adapted to the cultural and sociological background of the respondents; and in a kind of progress from previous research by taking into account the quantitative aspect (in addition to the qualitative) assessment of the respondents’ energy literacy.

The aim of this research is to examine whether consumers in Croatia behave ethically, focusing on whether they believe that family farm products have ethical attributes and whether they are willing to pay a higher price (premium) for such products. Given the specificity of the market niche of family farm products, the paper provides an innovative and different view of the product market with a focus on characteristics rather than the good itself. In the paper, family farm products are viewed as goods with ethical attributes, ethics in consumer behavior is examined, as well as the extent to which consumers are willing to pay a price premium for an ethical good, i.e., its ethical attributes. The sample consisted of 143 participants aged between 20 and 71. The results show that consumers in Croatia commonly behave ethically, perceive the characteristics of family farm products as ethical and are willing to pay a price premium for these products. Women perceive family farm products more ethically, and consumers perceive family farm products to have ethical attributes regardless of how frequently they buy these products.

This paper provides a detailed analysis of food expenditures of Croatian households by using microeconomic approach and food system modelling. The aim is to provide the in-depth research of Croatian food demand using a methodology that process household-level consumption data. Consequently, we estimate various economic and socio-demographic parameters affecting aggregate demand for food and empirically derive different food demand elasticities. QUAIDS model have been used in order to perform simultaneous modelling of a demand system with the assumption of a rational consumer, which behaves independently of other consumers. The research results show significant variability in household consumption, which is influenced not only by economic, but also by socio-demographic determinants of demand. The main findings do not deviate in large scale when compared with other (post)transition countries of a similar geo-political profile. These results provide a deeper understanding of Croatian households’ behaviour and could be used as a powerful tool in simulating the effects of public policy changes on a range of indicators, from the consumer well-being to the effects on budget revenues.

This study evaluates the relationship between corporate social responsibility (CSR) and the financial performance of companies operating within the global tobacco industry. According to the Forbes Global 2000 list, the research covers...

Rapid economic development has resulted in the more frequent use of renewable energy technologies. On the other hand, the production and use of renewables fosters the development of new technologies, creating many new opportunities for entrepreneurial-minded individuals and, consequently, the economy in general. Renewable energy technologies have a multiplier effect in spurring the economy and the development of not only the energy sector but also all the supporting activities related to such industry. The purpose of this research is to analyse both the positive and the negative economic effects of investing in various renewable technologies, as well as to confirm, by means of the energy-economy model, the benefit of such technologies in boosting the economy.

In the past few decades, the concept of corporate social responsibility has been at the centre of interest in many areas of economic research, studies using different levels of analysis. This paper analyses corporate social responsibility at the level of organisation within the banking system, where the issue of corporate social responsibility disclosure comes under the spotlight with the emergence of the global economic crisis. The purpose of the study is twofold: to examine whether Croatian banks’ online corporate social responsibility reporting depends upon their market share, and whether it focuses on community related information. Using website content analysis of all twenty-eight banks currently operating in the Croatian banking sector, corporate social responsibility disclosure is categorised in terms of themes (environment, human resources, customers and products, and community involvement). The research findings reveal that the level of Croatian banks’ online CSR disclosure is largely dependent on banks’ market share. On the other hand, results indicate that Croatian banks are mainly reporting on activities related to customers and products, followed by those, which imply community involvement. Human resources and environmental initiatives receive the least amount of attention. The results of the study can be used to more deeply comprehend and understand banks’ corporate social responsibility as a business philosophy that contributes to organisational performance and building trust between market participants.