The project aims to establish a foundation for sustained collaboration between Serbian researchers and Czech partners by jointly analyzing and promoting consumer acceptance of green products and services in both countries. Through the publication of high-quality open-access articles and the development of joint project proposals, the initiative seeks to strengthen partnerships and provide actionable recommendations for businesses, policymakers, and civil society. These insights will advance Serbia's green market initiatives, encourage environmentally responsible consumer behavior, particularly among Generation Z, and contribute to reducing pollution and improving the country's ecological situation. Additionally, the project will showcase best practices to further accelerate Serbia’s transition toward a sustainable economy.

Sustainable Development Goals

Masaryk University is committed to the UN Sustainable Development Goals, which aim to improve the conditions and quality of life on our planet by 2030.