Creativity as a Stimulus for Trade in Ecological Products on the Territory of Former Yugoslavia
2025
Saša Raletić Jotanović | Jovana Gardašević | Mina Kovljenić
Conservation of the environment has become one of the priorities today. As one of the ways of conserving the environment is trade in ecological products, this paper aims to examine creativity as a stimulus for trade in ecological products on the territory of former Yugoslavia. As far as the authors know, there have not been any cross-cultural studies conducted on the territory of former Yugoslavia dealing with creativity in the domain of trade in ecological products. Our cross-cultural research was carried out on a sample of 900 subjects using questionnaires. The statistical data used was descriptive statistics, ANOVA, and Tukey HSD test. The results of the research show that there are differences between countries from the territory of former Yugoslavia in terms of creativity as a stimulus trade in ecological products. The results can be applied in practice, namely, the market subjects involved in the trade of ecological products can create more adequate and more efficient strategies in which creativity is to be seen as a tool for increasing ecological responsibility, which varies in significance from country to country. Theoretical application is seen in the possibility of using the results as a basis for future studies.
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