XXI međunarodna konvencija o kvalitetu JUSK ICQ – 29 – 31. maj 2025, Beograd, (25-30 str.)
AUTOR(I) / AUTHOR(S): Svetlana Stojkov 
, Željka Popov , Veljko Ćućuz , Dejan Živanović
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DOI: 10.46793/XXIJUSK-ICQ.025S
SAŽETAK / ABSTRACT:
Neracionalna upotreba antibiotika doprinosi razvoju antimikrobne rezistencije (AMR) i narušavanju ekološke ravnoteže usled neadekvatnog odlaganja farmaceutskog otpada. Mladi, kao ranjiva i istovremeno otvorena ciljna grupa, predstavljaju ključnu populaciju za promociju zdravstveno odgovornog ponašanja. Ovaj rad istražuje potencijal socijalnog marketinga u podsticanju promena, s posebnim fokusom na rad u zajednici i vršnjačku edukaciju.
Metodološki okvir obuhvata studiju preseka sprovedenu među studentima Visoke škole strukovnih studija za obrazovanje vaspitača i trenera u saradnji sa Gradskom organizacijom Crvenog krsta (CK) Subotica. Istraživanje je sprovedeno putem anonimnog, strukturisanog upitnika (Google Forms), u kome je učestvovao je 31 student sa studijskih programa nutricionizma i zdravstvene nege. Na osnovu rezultata kreirana je i sprovedena pilot-edukacija uz radionicu sa 24 mladih volontera CK.
Rezultati pokazuju nisku informisanost mladih o ekološkim posledicama neracionalne upotrebe antibiotika (38,7%), ali i izraženu spremnost za edukaciju i promenu ponašanja (51,6%). Nakon radionice, 83,3% učesnika planira primenu određenih preporučenih ekoloških praksi, a 91,7% pravilno odlaganje farmaceutskog otpada; kao najkorisnije sadržaje navode uticaj farmaceutskog otpada na životnu sredinu (91,7%) i važnost racionalne upotrebe lekova (62,5%).
Kombinacija socijalnog marketinga, vršnjačke edukacije i podrške organizacija kao što je Crveni krst može uspešno doprineti razvoju znanja, pozitivnih stavova i održivog ponašanja kod mladih, čime se istovremeno targetiraju izazovi javnog zdravlja i zaštite životne sredine u lokalnoj zajednici i šire.
KLJUČNE REČI / KEYWORDS:
socijalni marketing, mladi, zaštita životne sredine, racionalna upotreba antibiotika, antibiotska rezistencija
PROJEKAT / ACKNOWLEDGEMENT:
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