TECHNIQUES OF ECONOMIC VALUATION OF ENVIRONMENTAL GOODS

jelena vapa tankosic

doi:10.5937/skolbiz1-41582

jelena vapa tankosic Faculty of Economics and Engineering Management, Cvećarska 2, Novi Sad, Serbia

DOI: https://doi.org/10.5937/skolbiz1-41582

Ključne reči: ekonomsko vrednovanje, ekološka dobra, spremnost za plaćanje, otkrivene preferencije

Sažetak

Mnoga preduzeća u sektoru ekoloških dobara zainteresovana su za stvaranje „dodate vrednosti“. Kada se posmatra održivost ulaganja u proizvodnju, preduzeća koja započinju proizvodnju u sektoru ekoloških dobara treba da istraže troškove proizvodnje, kao i potražnju potrošača za novim ekološkim proizvodima. Iako se troškovi proizvodnje ekoloških dobara mogu grubo proceniti, procena potražnje potrošača je složen proces. Pitanja koja se odnose na utvrđivanje cene novog ekološkog proizvoda, nivoa tražnje, ciljnog segmenta i identifikovanja potreba potrošača, koja su neizbežno prisutna prilikom uvođenja novog proizvoda na tržište, predstavljaju polaznu osnovu za kreiranje adekvatne marketinške strategije. Ovaj rad ima za cilj da istraži tehnike ekonomskog vrednovanja ekoloških dobara kao i koncept „spremnosti da se plati“ za određena ekološka dobra ili usluge. U radu se analiziraju dve osnovne grupe tehnika ekonomskog vrednovanja: tehnike otkrivenih preferencija (RP), koje posmatraju ponašanje potrošača i njihov izbor na stvarnom tržištu, i tehnike iskazanih preferencija (SP).e

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TEHNIKE EKONOMSKOG VREDNOVANJA EKOLOŠKIH DOBARA

Sažetak

Reference