As the survival and destiny of mankind are originally and inextricably conditioned by the state of the natural environment, it has become clear over time that man's relationship to the environment and economic growth and development at all costs were no longer possible or acceptable, and that man is, in fact, part of the ecosystem beyond whose legality will not be able to go unpunished. Faced with problems that, as a by-product of modernization, have for decades devastated and violated the quality of life in urban environments, the environmentally conscious global community has been pushing for the creation of sustainable cities and greener urban mobility. Hence the author's intention to emphasize the importance of accepting the concept of sustainable marketing in order to, by raising the collective awareness of the importance of transition to a low-emission society, encourage the substitution of urban mobility habits and behaviour that are in contrast the idea of sustainable urban form and the vision of a green city. The research is based on the use of secondary data, analysis of the content of available professional literature and relevant reports of the United Nations and national institutions, as well as on the application of descriptive methods and methods of analysis and synthesis. The article concludes by offering a framework for the implementation of sustainable marketing and measures that can be taken in the field of creating sustainable urban mobility.
The subject of this paper is the analysis of the impact of augmented reality on online user experiences. The analysis was performed on users’ experience with the Ikea Place App by IKEA. Users were surveyed through the User Experience Questionnaire (UEQ), through which the information about their online experiences related to the analyzed application was collected. The aim of this paper is to determine whether augmented reality and augmented reality applications complement the online user experience, based on the analysis of their user experience and experience related to the dimensions of the presented application. The intention is to contribute to the creation of the business and academic public’ interest in the concept of augmented reality as a model, which, by offering a ‘customized’ shopping experience, contributes to improving the level of consumer satisfaction.
The paper analyzes the contemporary consumer's mentality (
Financial institutions tend to the permanent identification of the financial services users needs and their satisfaction more efficiently than competitors through a certain differentiation. Due to the crisis caused by pandemic, financial sector is facing a number of challenges, which further complicate the brand management process. The process of digitalization is evident. Financial service providers have noticed rapid changes in consumer behavior, both due to health effects and social exclusion, and due to the physical closure of the branches themselves. In this paper, we research whether, and in what way, the current pandemic has imposed a threat or provided an opportunity to the financial sector. One part deals with the characteristics of brand management in the financial sector, with reference to specific circumstances during the crisis. Through the case study, we will process the most valuable global brands in the financial sector and analyze the ways in which institutions react to the crisis. We also provide an example of good practice of a financial institution, which has undertaken certain activities in order to strengthen its brand. The subject of the paper are the world's most famous financial institutions brands, and the purpose is to present their experiences in adapting brand management in the context of the pandemic. As some of the world's most valuable brands in the financial sector are facing a serious decline in brand value after the devastating effects of the pandemic, the aim of this research is to analyze the activities of these institutions and find ways to deal with this problem.
Sažetak: Globalno zagrevanje, smanjene ozonskog omotača, pretvaranje plodnog zemljišta u pustinje, pojava kiselih kiša, izumiranje biljnih i životinjskih vrsta, povećanje količine otpada, efekat staklene bašte su izazovi sa kojima se suočava savremeno čovečanstvo i koji dovode u pitanje opstanak ekosistema. Usled navedenih problema koji intezivno povećavaju rizik od trajnog narušavanja životne sredine, održivi razvoj kao dugoročna orijentacija zauzima primarno mesto na lestvici ciljeva očuvanja kapaciteta prirodnih resursa. U cilju smanjenja, a u najboljem slučaju i eliminisanja, navedenih rizika razvijen je koncept cirkularne ekonomije -koncept zelene budućnosti, koji predstavlja put ostvarenja dugoročne održivosti. Energetika, građevinarstvo, industrijska proizvodnja, turizam, upravljanje otpadom, šumarstvo i saobraćaj navode se kao sektori od izuzetne važnosti za implementaciju koncepta cirkularne ekonomije, međutim ključni i najvažniji sektor za uvođenje pomenutog koncepta jeste poljoprivreda. Organska proizvodnja sve više dobija na značaju, stvarajući potpunu harmoniju između poljoprivredne proizvodnje i zahteva za očuvanjem životne sredine, omogućavajući stanovništvu da se hrani proizvodima nastalim prirodnim procesima upotrebom ograniskih materija, i na kraju posebno jer čoveka približava prirodi, od koje se očigledno odrodio. Cilj ovog rada jeste da ukaže na mogućnosti i prepreke implementacije koncepta cirkularne ekonomije u agrobiznisu, sa posebnim osvrtom na organsku proizvodnju, kao i da ukaže na pozitivne efekte koji se postižu međusobnom povezanošću koncepta dugoročne održivosti i organske proizvodnje kao poljoprivredne delatnosti zelenezdrave budućnosti. Kao primer dobre prakse u radu je navedena firma Peppermint International sa Severa Kosova koja se bavi organskom proizvodnjom eteričnih ulja, začinskog, lekovitog i aromatičnog bilja i koja nekoliko svojih procesa proizvodnje zasniva na principima kružnecirkularne ekonomije.
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