o:36224 KONCEPT ODRŽIVE MALOPRODAJE STUDIJA SLUČAJA VELIKIH MALOPRODAJNIH LANACA THE CONCEPT OF SUSTAINABLE RETAILING: A CASE STUDY OF LARGE RETAIL CHAINS sr Apstrakt. Europska maloprodaja prolazi kroz razvojno razdoblje u kojem je potrebno brzo uvoditi i učinkovito provoditi načela cirkularnog gospodarstva i zelenih politika. Promjene u opskrbnim lancima maloprodavača su znakovite i provedena su brojna istraživanja koja prate te transformacije u procesima proizvodnje i na proizvodima. Ono što nedostaje u istraživačkom spektru je koncept održivosti u maloprodaji koja udovoljava ekološkom upravljaju energijom i otpadom prema politici održivosti i zelenilu. U radu će se obraditi teorijska polazišta održivosti s gledišta održivosti maloprodavača i pomoću njih pokušati oblikovati matrica koja sučeljava doprinose globalnog hijerarhijskog pristupa kružnoj ekonomiji 3R (od engl. Reduce, Reuse, Recycle) i pripadajućih empirijskih studija s elementima specifičnog maloprodajnog miksa 5P koji uključuje proizvod, lokaciju, cijene, pakiranje i promociju. Metodom promatranja i uz pomoć studije slučaja fizičkih prodavaonica velikih maloprodajnih lanaca kategorizirat će se njihove zelene aktivnosti i održive prakse prema oblikovanoj 5P-3R matrici proširene za poduhvate u zajednici. Naša studija doprinosi sve većem broju izvora o zelenim praksama i ulaganjima u maloprodaji i opskrbnom lancu. Rezultati otkrivaju da se na tržištu maloprodaje pojavljuju neujednačenosti na planu uvođenja i provedbe zelenih praksi unutar maloprodajnog miksa i da je u nekim dijelovima potrebno uložiti više napora, možda i uz regulatorni poticaj. Provedena kategorizacija može potaknuti buduća istraživanja u pojedinom području maloprodajnog menadžmenta i maloprodaje kao što je utjecaj reciklirajućih svojstava pakiranja na prodajne cijene robe. Abstract. European retail is going through a emerging phase in which it is necessary to quickly introduce and efficiently implement the principles of the circular economy and green policies. Changes in retailers' supply chains are significant and a fair amount of research has emerged about these transformations in production processes and products. What is missing in the research arena is the concept of sustainable retail that meets the ecological management of energy and waste according to the policy of sustainability and greening. This paper will deal with the theoretical starting points of sustainability from the point of view of retailers' sustainability and intention to form a matrix that confronts the contributions of the global hierarchical approach to circular economy 3R (Reduce, Re-use, Recycle) and related empirical studies; with elements of the specific 5P retail mix that includes product, place, pricing, packaging, and promotion. By means of an observational method and with the help of a case study of physical stores of large retail chains, their green activities and sustainable practices will be categorized according to the formed 5P-3R matrix extended for contributions to community. Our study contributes to a growing number of sources on green practices and investments in retailing and the supply chain. The results reveal that there are inconsistencies in the retail market in terms of the introduction and implementation of green practices within the retail mix and that in some parts more efforts are needed, perhaps even with a regulatory incentive. The conducted categorization can encourage future research in a particular area of retail management and retail, such as the impact of recyclable packaging features on the prices of merchandise Ključne reči: maloprodavač, održiva maloprodaja, 3R kružna ekonomija, maloprodajni miks. Key words: retailer, sustainable retailing, 3R circular economy, retail mix 1552099 10.54318/eip.2025.dd.003 1552101 2217-6217 2025-06-04T09:59:26.962Z 44 no 46 Dario Dunković Blaženka Knežević person Barbara Kovač person application/pdf 1373412 https://phaidrabg.bg.ac.rs/o:36224 no yes 18 70 1552253 11A03 Ekonomske ideje i praksa 56 35 53 2025