PARTNERSTVO KAO MARKETING STIMULANS EKOLOŠKI ODGOVORNE TRGOVINE NA PROSTORU BIVŠE JUGOSLAVIJE

Abstract

The environment is very endangered today, which is why ecologically responsible trade is necessary. Partnership is one of the marketing tools of environmentally responsible trade. Because of the above, the goal of the study is to find and compare partnerships that would increase environmentally responsible trade in the territory of the former Yugoslavia. According to the author's knowledge, this would be the first such cross-cultural research. The research was conducted with a questionnaire on a sample of 1550 respondents. The sampling methods were the stratified sample method and the simple random sample method. Data were analyzed using descriptive statistics and qualitatively. The results indicate that there are no differences between Serbia, Croatia, Bosnia and Herzegovina, Slovenia and Montenegro when it comes to the most stimulating partnership for environmentally responsible trade, considering that the respondents in all the mentioned countries chose the partnership between a state institution and a company as the most stimulating form of partnership, while the only country that differs is North Macedonia, whose respondents chose a partnership between an international institution and a state institution as the most stimulating partnership.