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University of Dubrovnik , Dubrovnik , Croatia
University of Dubrovnik , Dubrovnik , Croatia
The subject of the research is the classification of the "green consumer" market in the area of Dubrovnik. The aim of this paper is to present the segments of green consumers and to determine the level of knowledge about ecological products and services in the area of Dubrovnik. For the purpose of the paper the secondary and primary data have been obtained by surveying a sample of 180 respondents in 2019. in the city of Dubrovnik. Based on the results of the research, the specific features of the green consumer market have been explained. The market of green consumers in the area of Dubrovnik has also been segmented. It is necessary to increase the level of consumer awareness towards the environmental protection and increase the level of green marketing application. Women are more likely to use organic products or services and their awareness towards the organic products is higher.
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