Public perception of creative industries in Croatia

Commissioned by: The Institute of Economics, Zagreb 
Project duration: February 1, 2023 - January 31, 2024
Project manager: Jelena Budak
Collaborators: Edo Rajh, Mirela Holly (VERN' University)

The research investigated public acceptance of creative industries and the creative economy in Croatia. It aimed to assess consumers’ perceptions, attitudes, and usage of creative industries’ products and services, as well as their subjective valuation of the creative industry and creative economy (e.g. how it helps them overcome the crisis), and its economic, environmental, and social significance. The original data was collected in spring 2023 via an online survey on a nationally representative sample of 1,000 respondents, adult citizens-consumers. Following the research on the institutional structure of Croatian creative industries and creative economy, and comparing it with the most developed countries, the empirical analysis showed what the main determinants of public perception of creative industries in Croatia were and verified the best-explaining theoretical model of acceptance. Evidence-based policy recommendations to increase the share of creative industries in Croatian GDP were developed.