Winners of the ninth edition (2023)

The results of the ninth edition of the competition in the name of Professor Roman Głowacki

for the best master's and bachelor's thesis

in the field of marketing, commerce and consumption

organized by the Polish Scientific Society of Marketing

 

The Polish Scientific Marketing Society has announced the results of the ninth edition of the national competition in the name of prof. Roman Głowacki for the best master's and bachelor's theses in the field of marketing, trade and consumption.

 

68 works were submitted to this year's edition of the competition, including 31 bachelor's theses and 37 master's theses.

 

In the category of master's theses, the competition was won by:

Klaudia Dłużyńska, MA Decyzje pozakupowe na rynku odzieżowym. Jak używamy i utylizujemy odzież?, Poznań University of Economics and Bussines; supervisor: Barbara Borusiak, PhD

Second place (ex aequo):

Jakub Maciejewski, MA Wykorzystanie neuromarketningu w ocenie materiałów promocyjnych przedsiębiorstwa na przykładzie reklam Volkswagen Group Polska Sp. z o.o., Poznań University of Economics and Bussines; supervisor: Jan Mikołajczyk, PhD

Natalia Tarka, MA Udoskonalenie oraz propozycja nowych rozwiązań dla strony internetowej gabinetu Mandala Massage Clinic, Collegium da Vinci; supervisor: Beata Zamorska, PhD

Third place (ex aequo):

Lucyna Róg-Wolska, MA udowanie marek osobistych lokalnych polityków w mediach społecznościowych na przykładzie publicznych profili facebookowych prezydentów pięciu największych polskich miast, Collegium da Vinci; supervisor: Mateusz Karatysz, PhD

Mikołaj Zając, MA Determinaty atrakcyjności usług miejskiej komunikacji publicznej na przykładzie miasta Poznania, Poznań University of Economics and Bussines; supervisor: Barbara Borusiak, PhD

 

 

In the category of bachelor's theses, the competition was won by:

Mikołaj Garecki, BA Postawy młodych konsumentów wobec praktyk greenwashingowych komunikowanych na etykietach, Jagiellonian University; supervisor: Małgorzata Budzanowska-Drzewiecka, PhD

Second place:

Amelia Stanisławska, BA Projekt wykorzystania narzędzi Google do tworzenia skutecznej cyfrowej kampanii reklamowej dla firmy X, Gdańsk University of Technology; supervisor: Edyta Gołąb-Andrzejczak, PhD

Third place (ex aequo):

 

 

Klaudia Dłużyńska, MA, completed her undergraduate studies at the Wroclaw University of Economics and her graduate studies at the Poznan University of Economics. While studying in Wroclaw, she actively contributed to academic life by being involved in the Student Association WIGGOR. Her research interests focus on the life cycle of clothing products and consumer decisions concerning clothing disposal.

Summary

The subject of this paper are consumer decisions and the purchasing process on the clothing market. The aim of the study was to identify various attitudes, emotions and decisions related to clothing in the pre-purchase, purchase and post-purchase phases.

The theoretical part explores the structure of the purchasing process and the needs, decisions and behaviors of buyers arising in particular phases. The 5A model and AISAS were used to define the decision-making process. When describing the purchasing process, the possible forms of purchase and payment were looked at, and the section on the postpurchase phase was devoted to satisfaction, loyalty and their consequences. The second chapter defines the clothing market and refers to a linear and circular business model. An attempt was made to identify existing consumer needs and ways to meet them through the purchase of clothing.

The rest of the work was devoted to exploring the post-shopping phase – ways, emotions and attitudes related to storing and disposing of clothes from the home wardrobe. The possibilities of garment disposal present on the Polish market were examined and described. The research part of the paper was an individual in-depth interview conducted with Polish consumers of different ages. During this time, they were asked about their relationship with fashion, the division of the wardrobe, the frequency of wearing clothes, the reasons for wearing and not wearing them, and the emotions that arise when it is disposed of. The study showed the complexity of the post-purchase phase and the richness of related behaviors and emotions of clothing consumers.

 

Miłołaj Garecki, BA, is a graduate of the Jan Kochanowski 3rd High School in Krakow. In 2020, he commenced his undergraduate studies at the Jagiellonian University, majoring in Management, and successfully defended his thesis in 2023. He was awarded the prize as part of the Marketing Universiade organized by the Krakow University of Economics for a scientific poster Porównanie dwóch modeli komunikacji na TikToku dotyczących poważnej kwestii społecznej, jaką jest marnowanie żywności (Comparing two communication models on TikTok regarding the serious social issue of food waste). Currently, he is pursuing his master's studies in Global Business, Finance, and Management at the Warsaw School of Economics. He has a keen interest in sports and literature.

Summary

The paper focuses on analysing the dynamic development of the market for products labeled as ecological in the 21st century. The author observes that consumers are inclined to purchase products labeled as ecological, even though they may not have full knowledge of whether these products truly meet ecological criteria. The main objective of the thesis is to understand the phenomenon of greenwashing at the product level and the attitudes that consumers adopt towards this phenomenon.

The research addresses questions about consumers' ability to recognize greenwashing and the impact of knowledge on this ability. The author also examines how the disclosure of greenwashing affects consumer attitudes, especially in the context of purchasing decisions. Research methods include a critical review of the literature and empirical studies using the CAWI technique.

The results indicate that consumers, regardless of their knowledge of ecology, have difficulties in recognizing greenwashing. Furthermore, the disclosure of greenwashing negatively affects consumer attitudes, although the impact on purchasing decisions remains a contentious issue. The thesis contributes insights into understanding the relationship between greenwashing and consumer attitudes and purchasing decisions.