THE INTERNAL GREEN MARKETING DIMENSIONS, EMPLOYEES’ SATISFACTION, AND EMPLOYEES’ ORGANIZATIONAL IDENTIFICATION

Vesna Milanović; Andrea Bučalina Matić; Ana Jurčić

doi:10.5937/Oditor2301047M

Autori

Vesna Milanović Univerzitet “MB”, Beograd, Poslovni i pravni fakultet, Beograd-Mladenovac, Srbija Author
Andrea Bučalina Matić Univerzitet “Privredna akademija”, Novi Sad, Fakultet društvenih nauka, Beograd, Srbija Author
Ana Jurčić “Union - Nikola Tesla” Univerzitet, Beograd, Fakultet za inženjerski menadžment, Srbija Author

DOI:

https://doi.org/10.5937/Oditor2301047M

Ključne reči:

interni zeleni marketing, zadovoljstvo zaposlenih, organizaciona identifikacija

Apstrakt

Ispitivanje uticaja zelene orijentacije i drugih sličnih praksi u organizaciji na organizacionu identifikaciju zaposlenih postaje sve važnije. Istovremeno, interni zeleni marketing sve više privlači pažnju istraživača. Međutim, nedostaju studije u kojima je primarni cilj bio ispitivanje veze između internog zelenog marketinga, zadovoljstva zaposlenih u njegovom kontekstu, i organizacione identifikacije zaposlenih. Otuda je cilj ovog rada bio da se utvrdi da li postoji veza između svih dimenzija internog zelenog marketinga i organizacione identifikacije zaposlenih, kao i između zadovoljstva zaposlenih i organizacione identifikacije zaposlenih. Sprovedena je onlajn anketa među zaposlenima u različitim organizacijama u Republici Srbiji. Za proveru hipoteza korišćena je regresiona i korelaciona analiza. Dobijeni rezultati su pokazali statistički značajnu pozitivnu vezu između svake dimenzije internog zelenog marketinga i organizacione identifikacije zaposlenih, kao i između zadovoljstva zaposlenih i organizacione identifikacije. Za buduća istraživanja preporučuje se longitudinalna studija, testiranje odnosa između ovih varijabli na većem uzorku i testiranje na uzorku menadžera.

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