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Air pollution is a challenge faced by a large number of both developed and developing countries. Its consequences are particularly visible in urban areas, where the concentration of cars is the highest. In order to reduce the level of air pollution, one of the steps that should be taken, relates to the greater use of environmentally-friendly modes of transportation, among which are electric bicycles. The results of several studies have shown that substituting cars with electric bicycles can have positive effects on the environment and human health. Accordingly, the paper investigates the intention to purchase electric bicycles with a focus on the student population. It was analyzed in relation to the gender and age of the respondents. The obtained mean value indicates the existence of a relatively high intention of students when it comes to purchasing electric bicycles; hereby it is significantly higher among male respondents. In addition, its association with students' age was identified. After discussing the results, appropriate marketing and financial implications are presented.

Although corporate social responsibility (CSR) can be examined from the point of view of the fundamental philosophy of business and society, many companies focus solely on profit. The main goal of this research is the investigation of the relationship between CSR and organizational financial performance, and the role of customer satisfaction in the proposed relationship. To investigate the proposed relationships, PLS–SEM analysis was performed using the statistical software Smart PLS. The sample used for this study consists of 165 large companies that operate in the Republic of Serbia, each with more than 250 employees (large organizations). The obtained results showed that in companies in Serbia, there is a positive and statistically significant relationship between CSR and customer satisfaction and a positive but statistically insignificant relationship between CSR and financial performance. Regarding the mediating role of customer satisfaction in explaining the relationship between CSR and financial performance, a positive full mediation relationship was found. Theoretical and managerial implications are also provided. [ABSTRACT FROM AUTHOR]

The Big Five model of personality traits has already been used in a number of studies in the context of comparing students from different study programs. In this research, the elements of the mentioned model (extraversion, agreeableness, conscientiousness, neuroticism, openness) were used as potential predictors of the intention to enroll in the study program Digital marketing. The primary research included 89 students of the Faculty of Economics in Subotica, in which from the next school year will be offered, among other, a new accredited master's study program Digital marketing. The research was conducted in June 2021. In addition to descriptive statistics, a questionnaire was tested and structural equation modelling was used. At the level of descriptive statistics, the results show that the following characteristics are the most pronounced among surveyed students, in order: conscientiousness, extraversion, agreeableness, openness (for all these characteristics, the average grade of items related to them is closest to number 4 - "I agree" at five-point Likert scale), while neuroticism is not pronounced (average score lower than 3). When it comes to the model, the traits of openness and conscientiousness have positive and significant, while the trait neuroticism negative and significant (at p

Measuring the quality in higher education can be performed on a more general level, usually by adjusting the instruments for measuring the quality of services in general, or through instruments that are related most directly to the study program. In any case, in methodological terms, one should keep in mind the relevant scientific knowledge regarding the treatment of a model that describes the relations of quality and its dimensions. In addition to appropriate theoretical observations, a primary marketing research was conducted in this paper, in order to determine whether and to what extent the expected quality of the study program affects the intention to enroll in it. In this particular case, students of the Faculty of Economics in Subotica (n = 89) evaluated (in June 2021) the expected quality of the master study program Digital Marketing (which is to start at this faculty in the forthcoming academic) and expressed their intentions to enroll in that program. Structural equation modeling was used. The results indicate that the expected quality positively and statistically significantly affects the intention to study the study program. The construct of the expected quality itself is statistically significantly formed by the dimensions of quality in the following order (according to the strength of the impact): Generic Skills, Good Teaching, Clear Goals and Standards, Appropriate Workload, and Appropriate Assessment.

The aim of the paper was to analyze the potential of using intelligent food packaging in the market of AP Vojvodina. In the theoretical part of the paper, the basic properties of intelligent packaging and its importance in the process of packaging food products are presented. Particularly, the communication of intelligent packaging and packaged product with final consumers through the use of various sensors, data carrier devices and indicators is emphasized. On the basis of theoretical analysis, external limitations and advantages of using intelligent food packaging for final consumers and participants of the food supply chain are defined. In the empirical part of the paper, research was conducted on two stratified samples. The first stratum included 117 final consumers who were questioned about the importance of intelligent packaging for their habits, decisions and expectations in the food purchasing process. In the second stratum, consisting of participants in the food supply chain, on a sample of 51 companies, the external factors of limitation and expected benefits from the application of intelligent food packaging in the AP Vojvodina market were analyzed. The results of the study showed that the habits and expectations of final consumers are statistically significant in relation to the use of intelligent packaging in the food purchasing process. On the other hand, external limitations and expected advantages for food supply chain participants have a significant impact on the implementation of intelligent technology in food packaging. Based on the results obtained, a set of measures and incentives have been defined which the competent institutions and supply chain management have to take in order to benefit from the potential of intelligent food packaging. Suggestions for future research are outlined in the paper.

One of the themes that has been topical in the marketing field for many years, refers to the modeling of perceived service quality. Different authors have provided different definitions and explanations for the quality of service, most often by identifying multiple levels and dimensions that determine it. In addition to defining the basic dimensions of service quality, the question that arises is related to the nature of the relationship in the model itself. In this regard, the paper presents reflective and formative models, as well as their specificities. Moreover, four basic types of hierarchical latent models, which are based on reflective and formative relations, have been analyzed. Based on the review of the relevant scientific literature, the paper presents a proposal for modeling the perceived service quality, as well as the criteria for testing this model.

The use of e-mails for promotion has been in place for decades. A large number of e-mails received by consumers and potential consumers are not requested by them and in most cases do not provide adequate value for them. In that sense, the permission marketing approach brings in multiple novelties. The sender of the promotional message strives at all stages of the relationship with potential and current consumers to obtain permission to communicate with them and to communicate the appropriate value. Within these phases - attract, convert, close and delight - e-mail marketing takes a significant place. The use of this approach is possible and desirable when higher education institutions are concerned as well. In this paper, several goals are set. First of all, it points to the specific features of permission marketing, the phases of its implementation, and various instruments that are adequate for applications in different phases. Thereafter, general recommendations for the promotion of higher education institutions in accordance with that approach, with special emphasis on email marketing, are provided. Finally, an example of promotion with using the e-mail and referring to the selected study program of the domestic higher education institution, precisely in accordance with the permission marketing approach, was presented.

In the conditions of growing competition, retailers are trying to improve the quality of their services in order to meet the growing needs of customers. Accordingly, the emphasis should be placed on product availability, which represents one of the indicators of the level of retail service. In addition, product availability is most often associated with the reliability of retailer's service. With the increase in the level of product availability, customers are facilitated to easily buy the wanted product, which can positively affect the level of their satisfaction. Bearing this in mind, the paper examined the availability of products in the function of the quality of retail services. The RSQS model was applied, by which we analyzed five basic dimensions (physical aspect, reliability, interaction, problem solving and policy). The results showed that all dimensions were significant for the quality of retail service, including reliability, which was partly reflected through product availability.

Research area of this study includes determinants that have an influence on international ventures of early-stage entrepreneurs, nascent and new business owners. The research implies determinants such as: entrepreneurial motivation, innovation activity, use of new technology and demographic factors - gender and age. Data for the research was provided by the Global Entrepreneurship Monitor database; the sample covers data of early-stage entrepreneurs who settled their business in Southeast Europe. The methodology of empirical research provides a presentation of statistical research by using Probit regression and concept of marginal effects. According to the aim of this paper, the model was created by setting the determinants that influenced the internationalization activity. The research results show that increase-wealth opportunity motivated early-stage entrepreneurs, internationalize more than the necessity entrepreneurs or early-stage entrepreneurs driven by the motive of independence. Early-stage entrepreneurs, who use new technology and prefer radical innovations, are more oriented on foreign markets and customers. Also, there is a significant influence of demographic factors such as entrepreneurial gender and age on internationalization activity. Analysis of entrepreneur's internationalization at the country level shows the differences between the countries of Southeast Europe.

Organic food market is growing globally. This is due to the increasing of levels of acceptance of organic food by consumers, but also as the consequence of support of a number of countries to organic food producers. In domestic conditions, this trend is interpreted as a potential export opportunity. On the other hand, the domestic organic food market is characterized by a pronounced offer of imported products. The issue of sale of domestic production of organic food to our market is open, and the actors in the value chain are facing different challenges. Also, one of the pertinent issues for companies in today's business environment is an adequate response to the process of digitizing business. With this in mind, the subject of this paper is to explore the potential sale of organic food in the AP Vojvodina in the on-line conditions. Comparative marketing research method is being used. The results show that organic food sale through on-line channels is present, but there are numerous possibilities for further development of such sale.

There can be identified wide use of the Theory of Planned Behavior in understanding and predicting customer behavior. The topic of this paper is to explain intentions of online purchases of tourist services (concretely hotel accommodation) in the context of other variables used within the Theory of Planned Behavior - attitudes, subjective norms and perceived behavioral control. Data collection was performed in Serbia in April 2017 on a convenience sample of 500 respondents. The greatest influence on intention to buy hotel accommodation online is the one of the attitudes (especially for older and respondents with shorter experience with the Internet), followed by the impact of subjective norms (especially in the case of younger respondents) and finally of perceived behavioral control (especially for men). Managerial recommendations are provided, as well.

The profile of consumers and potential consumers of organic food in the context of socio-demographic characteristics is explored in the paper based on the level of frequency of actual and preferred organic food consumption in the domestic market. In addition, the obstacles to the conversion of preferred into actual consumption were examined, in cases where the preferred consumption is greater. A survey conducted in June 2016 in Serbia on 300 respondents indicates that almost a third of the respondents had higher frequency of preferred than of actual consumption of organic food. In addition, research indicates that the actual and potential consumers of organic food may be associated with higher incomes and particularly higher levels of education.

Bearing in mind that it represents one of the main preconditions of sales, product availability is the key task of retail companies and their delivery systems. This paper analyses its levels from the aspect of centralized and DSD systems. The research is conducted in Serbia, Bosnia and Herzegovina and Montenegro, including 84 stores and more than 70 FMCG products per each store. Thereby, the comparisons in product availability levels between alternative delivery systems are carried out within different trading formats and within different product categories. Unlike the results of similar studies and ongoing changes on retail markets, this research shows that at retailers in these Western Balkan countries, availability levels are higher in the case of DSD system.

Organic and functional food have a common basic motive for their consumption - consumers' concern about health. In addition, the importance of their additional acceptance by consumers for further dynamic market development is also common for these foods. However, the differences between organic and functional foods are also indicated and can be seen at the level of marketing mix, which suppliers use as a part of tactical marketing within the process of marketing management in the company. The instruments of marketing mix related to organic and functional food are presented in general in this paper. Their specificities can be identified based on these descriptions, with implications for suppliers and consumers of organic and functional foods.

Technological development and the process of globalization influence the increase of customers' awareness. In these circumstances they are becoming more demanding, expecting retailers to offer them the right product at the right time and at the right place. The result is one of the basic tasks of retailers, which reflects in providing an adequate level of product availability in retail stores. In order to prevent the stock-out situation, special attention should be dedicated to its identification and measurement. These operations are very important for establishing and implementing other various measures for increasing product availability and thus sales and competitiveness of retail companies. In this regard, besides theoretical considerations of product availability, we presented the basic methods for its measurement. Also, by using the sample of six Fast Moving Consumer goods categories, we applied the method based on the analysis of POS data. In addition to identifying the out-of-stock rates, we confirmed the results of other studies that product availability varies among different categories and retail stores.

Because of its share in gross domestic product and total employment, commerce sector has very important role in the economy of the Republic of Serbia. Within it, special place belongs to retail sector, especially having in mind the arrival of large retail chains that overcome the wholesale. However, despite noticeable progress in this sector there are many problems and challenges facing these companies. Aggravating factor is the current economic crisis, which affects not only commerce, but all other economy sectors. In order to analyze the financial position of major FMCG retail companies in a given market circumstances, in this paper we have opted for the application of 'BEX' model. Through analysis of individual indicators, we have attempted to identify the key issues facing retailers in the Republic of Serbia. Also, we have presented some proposals, which applications can improve the current situation on FMCG retail market.

In the conditions of growing competition, retail companies seek to minimize the efforts of consumers in the purchase process. In addition to the affordable price offer, one of the main demands placed upon them refers to the provision of adequate levels of product availability. However, the out-of-stock still remains one of the most common problems, not only for consumers, but for retailers and their suppliers, as well. As effects of this problem primarily depend on consumer reactions, special attention is dedicated to the factors that affect them. In this regard, in the article the emphasis is on the impact of loyalty on two groups of consumers' reactions in OOS situations. The results have shown that this factor has a positive impact on consumers' decisions to realize the purchase, despite the unavailability of the desired product. Therefore, in order to reduce the negative effects of the out-of-stock problem, retail companies need to focus on customer loyalty, factors that influence it and the effects that it produces.

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of this paper is to determine the factors which have an impact on the structure of capital of the companies in the trade industry in the Balkan countries, during the eight years period (2010-2017). In order to realize this goal, the panel data model with fixed effects was used. The sample included 2,057 companies that operated in the retail sector in all ten Balkan countries. The obtained results showed that almost all observed variables have a statistically significant impact on the financial leverage, long-term financing, and short-term financing. According to the obtained results of the research, we can conclude that the higher profitability, liquidity, the tangibility of assets and the company's size means a smaller indebtedness, measured by leverage. On the other hand, observed variables have different statistically significant influences depending on whether companies are financed from short-term or long-term sources. Achieving the optimal capital structure and improving the financial performance of the companies of the retail sector in the Balkan countries should be supported by investments and acquisitions based on the market standards of business applied by the developed countries of the European Union. [ABSTRACT FROM AUTHOR]