3.1.1. Organic food and consumers behaviour

Organic food is “the product of a farming system which avoids the use of manmade fertilisers, pesticides, growth regulators and livestock feed additives” (Hoefkens et al., 2009). Bicikliski, Trajkova and Mihajlov (2018) argue that organic farms follow a positive trend in B&H and the number of certified arable land increased from 292 ha in 2013 to 992 ha in 2016. In 2017 the organic farmland increased by 28% (Willer, Schaack and Lernoud, 2017). However, it is reported that budget allocations for agricultural support and structure are inadequate and do not encourage farmers to invest in production to be more efficient (Makaš et al., 2018). Vaško and Kovačević (2020) found out that organic farms are economically viable, but farmers do not use subsidies.

B&H can support certified organic production (primary and processing), namely crop, livestock, fruit growing, vegetable production and collection of medicinal and spice herbs and forest fruits and processing. That is a characteristic of the geographical and ecological properties of that given area. However, we notice a lack of a strategic approach to developing the organic output, namely insufficient information, and knowledge on organic production, among all stakeholders (decision-makers, farmers, producers, and consumers). This results in the absence of this strategic approach to developing organic production, inadequate support measures and an uncoordinated institutional legal framework (Jugović et al., 2019). Vulnerability to climate change can harm crop yields and production and by odd agrarian policies, mismanagement of financial resources and lack of adequate access to the market. Zurovec Vedeld and Sitaula (2015) argued that B&H needs to implement proper reforms to keep pace with other European countries, same results are found in Mujčinović et al. (2017). Although the country has all the preconditions for organic farming, the sector stays underdeveloped; therefore, healthy food and environmentally sound agriculture receive low attention from the government, NGOs, processing industry. Luketina et al. (2018) propose following a transition towards a sustainable agro-food system by reducing policy inconsistencies, changing priorities towards sustainable practices, improving the provision of knowledge regarding sustainable agriculture, and strengthening institutional capacity. Definitively a better organisation at the state level would be needed to protect organic producers' interests. Another step is reducing certification costs and securing premium prices for natural products, improving market access.

Results in Peštek, Agić and Činjareviċ (2017) show that Bosnians tend to draw from their collectivist1 culture (although Dabić et al. (2015) found evidence of a gradual shifting towards individualism, with Tipurić et al. (2007) previously confirming that) when buying organic food and rely on the opinion of their referents. However, the authors also show discrepancies in consumers' attitudes and level of purchase and counterintuitive relationships; for instance, low education and low income translate into a positive propensity towards organic food purchases. High social and moral status has less to do with natural food purchasing behaviour. We point out the necessity of more empirical research about the rationale behind such actions; there is a lack of trust in advertising claims and quality certification.

Mangafić et al. (2017) show that the opinions of the most influential people in their lives influence consumers' behaviour towards organic food. Also, consumers who know more about organic food will buy organic food because they believe it has a higher quality than conventional food.

The authors found that consumers' innovativeness positively moderates the attitude towards organic food purchases. Innovative consumers have a more assertive attitude intention than those with a low level of innovativeness. Age and sex also influence buying organic food; females and older people are more inclined to buy organic food and more educated people (Cerjak et al., 2010).

3.1.2. Companies and services

Silajdžić et al. (2015) have highlighted the role of green entrepreneurship, which is risky and does not receive much financial attention. The legacy of the earlier state-planned economy hampers the creation of free markets and inherits a risk-averse mentality. Despite the enormous potential, local governments should supply enough support to overcome SMEs' economic barriers by providing the right reforms and diverting green initiatives' financial resources. In addition, information campaigns and eco-labelling can be used for green business promotion.

Regarding the potential of renewable energy usage, B&H can rely on an average of 1840.9 solar hours and 2352.5 h per year. Therefore, the theoretical potential for solar energy is 74.65 PWh, which is 1.25, more than that required for the country (Perčo and Ilgun, 2012). Therefore, harmonising the regulation and law with European standards is critical in attracting foreign investments in the renewable energy sector.

Gvero et al. (2010) investigate the potential for renewable energy in B&H as a climate change mitigation instrument, starting with biomass produced by wood mass (annual production of wood is around a total of 6.907.423 cubic meters), biogas from livestock (total yearly biogas estimated for 2007 was 853.175,80 cubic meters), to achieve the benefits of energy potential. The needs pointed out by the authors lie in improvements of the legal framework in the renewable energy production field, better infrastructures, the need for more financial resources as subsidies and more coordination with competent institutions.

Bosnia is planning to increase the current capacity of small Hydropower Plants. Currently, there are 266 (Huđek et al., 2020). However, over-ambitious planning, complicated administrative features, a lack of funding opportunities and definitive corruption are obstacles to hydropower usage (Dogmus and Nielsen, 2019), even if the plant are small (Dogmus and Nielsen, 2020a).

The country has extraordinary potential for rural tourism in the region of Semberija (Drakul et al., 2019) and extremely attractive (Puška et al., 2020). Also, Bučar (2017) states that Bosnia has excellent potential for rural tourism. Ethno-villages are also a driving force for community development (Prevolšek et al., 2020). Despite that, it did not take part in any ecolabelling program (while other Balkan countries, yes) and “eco-certificate programs for accommodation” are missing.

Even the local level of tourism remains the lowest in the Balkan Region. Expansion of the supply of products, services and local involvement authorities through subsidies and incentives or education of the rural population on the circumstances of this type of tourism. Another appropriate step is to inform the residents about transforming their households into tourist destinations and managing the resources needed to expand their work and adopt new knowledge and skills. Furthermore, it is essential to invest in the construction of roads to villages with the potential to deal with rural tourism and enable public waste management in communities. Finally, Dogmus and Nielsen (2020b) argue that allowing local stakeholders to decide their sustainability can empower local rural touristic villages.

When addressing waste management, Djekic et al. (2019) showed how ethical dimensions are associated with food waste: Bosnians consider discarding food a horrible act and convey a genuine feeling of guilt. However, the study showed that Bosnians are not keenly aware of the danger that food wastes pose to the environment. Eres (2019) compared Croatia and Bosnia to manage their waste correctly and showed that both countries are identical, while Croatia is moderately better at managing waste. Bosnia performs as the equal of Croatia. The author suggests Bosnia dearly needs a competent and operative centre for waste management.

3.1.3. Agriculture

There is a growing concern about conventional agricultural practices (Renko and Bošnjak, 2009) and a thriving organic food market is taking root. Pavlic (2016) revealed that from 2010 to 2016, organic food production expanded from 16,000 to 91,000 ha. The primary reason for going over to organic farming is lifestyle-related (Blaće et al., 2020). Croatians perceive organic food as definitively healthier: they are more willing to pay more for it (Petljak et al., 2017). Up to the present time, people also purchase organic food for altruistic reasons (Mesić et al., 2020). However, the results also indicate a positive relationship between the household income and the willingness to pay more for organic food, meaning that such products are not yet in the low classes' grasp. Conventional food is inexpensive, and organic food is not because the price of typical food does not include indirect ecological, social, and other costs. The supply chain should be better conceived to reduce the cost of organic food. The distance between organic producers and the number of products causes added supply chain transportation costs. Consumers know that this behaviour is socially desirable, thereby the willingness to pay more for organic food and boost their social identity by demonstrating an unconventional lifestyle (Ham et al., 2018).

Most of the ecological farms are small and family conducted. Direct channels sell most organic food products in Croatia through local fairs or directly to the consumer and a few specialised retail stores distribute products (Gajdić et al., 2018). The authors pointed out that the Ministry of Agriculture should inform the consumers, encourage partnership and association among producers, and develop regulations and laws to improve this situation. Slavuj Borčić (2020) showed that cooperation with local groups of solidary exchange (“Grupe solidarne razmjene” in Croatian) had a series of advantages for producers and can guarantee fair and stable prices and more extensive autonomy for producers.

Horvatinčić et al. (2016) recommend increasing the knowledge of the design and implementation of technological investments, of project management and general management knowledge, an understanding of agricultural-ecological measures and current official regulations, awareness about the benefits of networking of produce organizations and on marketing, branding and emerging new markets. Croatian policymakers must deliver changes in the education system and school curricula related to the agriculture and forestry sector toward increasing professional competence, awareness, and knowledge transfer. Innovation and education, as well as training in agriculture, would improve the economic performance of farms.

3.1.4. Companies and services

In their promotional activities, two-thirds of Croatian companies emphasise a commitment to green components, readiness to install expensive and eco-friendly elements, improve business processes to cut pollution and maximum waste reuse, Paliaga et al. (2009) state. To better understand how companies participate in sustainable shifting, researchers have implemented sustainability reports as a proxy. Because of the increasing demand from their stakeholders, companies are slowly shifting toward sustainable development. As a result, sustainability reports are becoming a regular practice to make companies environmentally and socially responsible. Krivačić (2017) showed, however, that this is only a prerogative of more prominent companies. Smaller companies do not implement this kind of reporting because they lack adequate resources, both material and immaterial.

Croatian enterprises differ from each other in green activities. Larger enterprises (Kovac et al., 2020), meaning those with more employers and higher revenues, undertake green activities (e.g., saving water, saving energy, recycling, etc.) and presents a higher level of ecological responsibility. In comparison, smaller enterprises do not engage in those activities, nor will over the next two years, Turjak et al. (2018) state. Krivačić and Janković (2017) found that managers believe environmental information is part of corporate social responsibility. Therefore, companies assume it is ethical to collect and report environmental data. However, managerial attitudes on environmental reporting are positive and statistically significant concerning the industry of the company.

In contrast, the size of the company seems not relevant to environmental reporting. Ljubojev et al. (2019) show that Croatia and Serbia exhibit the same piracy and counterfeiting problems, which is harmful to sustainable development; Croatia lacks proper industrial design protection.

Megwai et al. (2016) explored green economy strategies and policies in developing countries; concerning Croatia, they emphasised that one of this country's successes is how it outperformed the European average gross renewable energy usage. Croatia performed at 15.7% in 2011 (the EU average was 13%) and is ready to achieve the 20% total final energy target in the EU 2020 (Stubbs, 2013). However, Croatia lacks the legal framework and no standard definition for Renewable Energy Communities, places where consumers produce more energy than they consume (i.e., prosumers) and have to face regulatory challenges for implementing such green energy platforms (Inês et al., 2020).

However, suppose Croatia has outperformed the EU average in renewable energy. Unfortunately, it is not the case for waste management (as shown in the earlier section by Eres, 2019). Luttenberger Runko (2020) shows that Croatia's waste management plants direly need a technological update. The author views the author's actual condition as a financial burden that can only drain and depauperate public and private resources. Instead of relying on landfilling, the author proposed to exploit the country's territory (small communities scattered across the country and few big cities) by instructing the citizens to apply home composting that can also be used for agricultural purposes. The other barriers to better waste management are lack of financial support, insufficient citizen awareness (and fear of change.2) and commitment from the political perspective and administrative and bureaucratic burdens (Voca and Ribic, 2020).

A solution is to use the direct biowaste towards biofuel production and showed that, for the case of Zagreb, explicitly, if the issues presented by the foul smell and the insufficient space are solved, most citizens would happily commit to separate organic waste (Voca and Ribic, 2020). The authors estimate that the biofuel potential is around “1900 t of biomethane” for public transport. Kulišić, Radić and Njavro (2020) showed how implementing agrarian pruning and plantation removal (APPR) can alleviate energy poverty in secluded areas as well as if used as solidi biofuel, it can generate positive state income. Croatia presents a good feedstock potential, and it is viewed as a driving force for biogas development and biogas/biomethane production. However, the significant barriers lie in farmers' and producers' lack of knowledge and expertise (Petravić-Tominac et al., 2020).

New policies are targeting the sector of tourism and transports. Ružić and Demonja (2015) analyse how tourism is developing in Istria and show that the primary driver of development was to create as many accommodations as possible, ignoring the concept of sustainability completely. Only after that, sustainable tourism was gaining importance and local communities and local stakeholders foster such an innovative approach. Bučar and Matas (2016) pointed out how hotels are involved in renewable energies, waste management and local organic food; hotel managers educate their staff on how energy conservation can reduce environmental effects and financial cost, Renko and Bucar (2015) state. However, continuous education is still required (Smolčić Jurdana et al., 2020).

Employees are instructed on waste management strategies, recycling, energy consumption, etc. Although there is no coordination with other hotels in encouraging greening practices, their findings also showed cooperation among hotels and local traders. As a result, they want to get involved in shaping how tourism resources are used.

In Vukusic and Peronja (2018), respondents claim that banks' social responsibility is essential in the banking system. Banks need more involvement in social responsibility, more investments and awareness from the public. Doing so might bring a swell reputation for the banks. Social responsibility in the Croatian system bank rests on foreign ownership (Ivanisevic and Stojanovic, 2015). Therefore, larger banks present more propensity towards social responsibility.

A more active approach has not been implemented concerning green transportation yet (Renko et al., 2017). However, a biofuel market share of 10% in the Croatian transport sector is expected by 2020 (Ivanović et al., 2016).

In conclusion, we should keep in mind that Croatia underwent an economic recession from 2008 until 2014, which hurts investments, including those in green technologies. Moreover, recession implies fewer funds for environmental improvements, research, and development in the environmental technologies sector.

3.2.1. Agriculture

The production of organic food in Serbia is modest, although there is room for expansion (März et al., 2012). It shows an opportunity to manufacture and sell such products on the EU market, give its increasing demand (Pupovac et al., 2013). We can say that organic food in Serbia could be considered an emerging market. In 2014, the number increased and therefore 1281 producers were cultivating 9548 ha of organic agricultural land; it was a 0.2% agrarian country (Vehapi and Dolićanin, 2016). Consumers’ awareness is still low; a few consumers regularly: mostly are mature female individuals (Grubor and Djokic, 2016) and are more educated and care more about their health (Sekovska et al., 2013); a higher level of income has a positive influence on their willingness to pay more for organic food, but the major problem lies in its insufficient availability (Grubor and Djokic, 2016). Perić, Vasić-Nikčević and Vujić (2017) explained the cause of little awareness in the lack of trust in advertising and the media in general. Even though Serbians have access to cheaper organic food than other developed countries, the price is still too high for their low purchasing power (Vehapi, 2015). Moreover, as noted recently by Vapa-Tankosić et al. (2018), the level of education remains a positive driver (see also Vapa-Tankosić et al., 2020). Kuzman et al. (2017) conclude that funds are not adequate for more dynamic agriculture development.

3.2.2. Companies and services

Environmental awareness comes from the bottom and from employees of companies who adopt the same environmental protection attitude as their companies (Janković and Jovkić, 2016). They found that most companies focus on their businesses' economic benefits rather than on environmental impacts. The solution suggested is raising ecological consciousness in companies. Employees must be able to know and understand how the environment can be affected by their decisions. In Serbia, social responsibility in areas of employee's relations as well as women's equality has roots in the past because Socialism defended social responsibility for workers' interests; social responsibility rooted only recently in other areas such as customer protection, environment, and ethical business (Mijatovic et al., 2015). Stakeholders' activism and public awareness are the basis for a modern concept of social responsibility. From the customers' point of view, despite the socialist past, it is perceived that companies practice CSR programs primarily with the motive to ensure market success (Vuković et al., 2020), even if such programs are carried out only by larger companies (Vuković et al., 2016).

The number of people employed in green jobs is about 2000 and 30.000 more people rely on the green economy indirectly (Vukadinović and Ješić, 2018). Considering that green jobs comprise an excellent economic growth opportunity, their number could soar through sustainable and massive investments in the public and private sectors, Vukadinović and Ješić (2018) say.

Serbia lacks a properly developed financial system. Innovative firms find it hard to have access to credit. Young companies have limited credit access because of high country risk because of unnecessary bureaucracy, inefficient judiciary and the weak rule of law (Trbovich et al., 2018). These companies rely more on internal financing sources or chase grants, subsidised bank loans and equity investments. Even if resorting to equity finance prevents excessive exposure to the risk of defaulting, financial reforms and subsidised government programs would be welcome a less gap between equity and venture capital financing. To finance SMEs' survival, the country should set up a new financial institution and perfect the legal framework (Radovic-Markovic and Radovic, 2016). For instance, the Law on Microcredit Organizations allows financing green SMEs.

Serbia has made significant improvements concerning waste management (national waste management strategy); however, financial resources still are limited (Ilić and Nikolić, 2016). The barriers stay at a low level of reuse and recycling and a lack of innovative technologies and incentives. Domazet and Simović (2015) pointed out that there is good potential for the electronic waste industry. Since Serbians produce e-waste with an increasing trend, the authors suggest that by creating and developing proper recycling centres that can extract electronic material from non-recyclable goods, there is potential to create new green jobs. The same model is suggested to other Balkan countries that share the same socioeconomic environment. Vujovic et al. (2020) showed that biomass from agricultural waste and biodegradable waste from households presents the highest potential for renewable energy. Unfortunately, it is currently transmitted directly into the soil due to inadequate disposal in existing landfills. With such negligible treatment of biodegradable waste, Serbia remains far from achieving the EU landfill directive's goals.

On waste management in the banking industry, Knežević et al. (2018) concluded that circular economy and waste management reporting remain behind the European standards. Only one-third of commercial banks (35.7%) have a waste management report, while banks are still unwilling to finance green projects. The National Bank of Serbia includes all WM (waste management) indicators (quantitative and qualitative) in its social responsibility report; only three commercial banks report qualitative indicators. The remaining banks have no information about waste whatsoever. The authors finally denounce a lack of government policies and regulations. This is a significant barrier if we consider Serbia as a candidate for EU membership.

Serbia shows excellent potential for using solar energy. There are the conditions (clearly defined laws, conditions, and incentives) for investments in solar energy plants (Pavlović and Milosavljević, 2017). Young Serbian consumers are motivated to take part in new smart grid services because their attitudes towards environmental protection and green energy and interest depend on the fact that they are more aware of environmental problems (Radenković et al., 2020).

Đurišić-Mladenović et al. (2018) explored the biodiesel and the indigenous oil-based feedstock potential. They concluded that agriculture could supply alternative usages of fuel and reach 98,000 t of biodiesel in 2020. However, a significant problem is the lack of incentives and the still higher profitability of the oil sector. Biogas from agriculture waste has good potential for small farms and underdeveloped regions (Martinov et al., 2020). However, renewable energy from biomass is a neglected opportunity in Vojvodina and only 5% of the total biomass potential is being utilised (Zezelj et al., 2020).

Serbia natural beauty sparks interest in sustainable tourism as sustainability is the principal reason for tourists' attraction regardless of gender (Pavlović et al., 2020). Socio-cultural impacts are considered necessary for the sustainable development of Serbia's tourist destinations (Petrevska et al., 2020). The most important forms of tourism are ecotourism and adventure tourism, and it is shown that wine tourism in Vojvodina and sustainable rural tourism, Trišić et al. (2020) noted. Tešin et al. (2020) state that to achieve full sustainable tourism, it is imperative to ensure local communities' involvement in addressing their needs; without considering residents, sustainable and prosperous tourism would be impossible to achieve, the authors argue. Comparing the rural tourism development between Serbia and Slovenia, Serbia cannot match global competitors due to low international competitiveness and low-quality accommodations (Petrović et al., 2018); this can be associated with the lack of adequate private financial resources, which topple investments in rural development (Radenković et al., 2020). Rural development is a top priority for the government.

Remarkable findings are pointed out in Nikolic et al. (2020), where is it noted that one major push for a more sustainable future comes from the youth; however, young Serbians feel marginalised from society and do not feel their responsibility nor higher responsibility regarding sustainable development, while they recognise the role of the media in increasing the widespread awareness.

3.2.3. Agriculture

Along with Croatia, Slovenia is affected by the general European trend about producing and expanding organic food. Vukasovič (2009) showed that this trend had begun in the early 1980s due to increased concern for health and preferences for diet purposes. Vukasovič (2016) confirms (as seen in Croatia) that Slovenian consumers perceive organic products as healthy, especially women. Gender, age, residential area, presence of children and food habits may affect organic food's willingness. Therefore, it is recommended continuous information about organic food. Social norms construct positively impact organic food purchasers. Slovenians respond positively to the so-called “feedback loop” (Ogorevc et al., 2020): the more people endorse a particular behaviour, the more the behaviour becomes expected.

For Perpar and Udovč (2019), the readiness for conversion from traditional to organic farms increases if organic farming payments increase. Higher direct and rural development payments and climate measures would improve efficiency and organic farming selling products directly in loco. Agri-Environmental actions (AEM) can affect rural development (Gailhard and Bojnec, 2015). Small farms' probabilities of taking part in AEMs are higher if productivity is higher. Subsidies in such areas have no real impact. Despite so, subsidies could help achieve agri-environmental policy objectives (Baráth et al., 2020); here, policymakers should revise the “subsidy investment design.” Access to AEM is easier for farms that took part in such measures (which are larger farms); the other farms suffer from transaction costs. Small and medium farms that have adopted AEMs show significant green job creation, contrary to large crop fields and dairy farms (Unay-Gailhard and Bojnec, 2019).

3.2.4. Companies

The primary drivers of companies for eco-innovation are internationalisation and competitive pressure, according to Hojnik and Ruzzier (2016). International companies face more competition for entering markets in which ecological orientation is essential. Štrukelj et al. (2020) stress that major drivers to sustainable policies and corporate responsibility are organisational values. Managers who are more sensitive to environmental protection could use subsidies to hire “green” human resources to contribute to a company's eco-innovation implementation. Another finding stresses that a third primary driver is environmentally conscious customers' demands; this leads to companies choosing to either adapt and become eco-friendly or lose their customers. Hojnik, Ruzzier and Manolova (2020) stressed that the key to purchasing eco-products lies in consumers' intention, driven by their level of environmental commitment, perception of eco-products and perceived obstacles to become green.

Eco-innovation positively affects efficiency when firms are more innovative and more significant; however, less innovative companies but older can exploit their experience to keep up the pace (Hojnik et al., 2018). On the other hand, more innovative companies are prone to eco-innovation and help more from diverse types of eco-innovation.

Slovenia presents an excellent green economy potential. Kasztelan (2016) classifies Slovenia as a country with an outstanding green competitiveness level and countries like Estonia, Austria, Lithuania, the Netherlands, and Spain. Slovenia can become one of Europe's best environmental and circular economy performers (Giannakitsidou et al., 2020). The authors suggest Slovenia should transform its industrial recycling methods to exploit the recycled materials better. Also, the Slovenian Smart Specialization Strategy 2014–2020 allocates “approximately 80% of the ERDF funds on RDI, competitiveness, ICT and low-carbon society and 70% of the ESF funds on employment and lifelong learning, as well as 20% of the funds to climate change adaptation, better environmental status and biodiversity, the establishment of an infrastructure for sustainable mobility and social inclusion and institutional capacity”.3 In 2015 the share of renewable energy production is 0.7% for geothermal energy, while for hydropower the share was 4.9% (Bórawski et al., 2019). Concerning the willingness to pay for green energy, Zorić and Hrovatin (2012) found out that suggest young and well-educated consumers and high-income individuals have a higher propensity to pay more for green energy services considered a target for awareness-raising campaigns by green marketers.

Slovenia's macroeconomic stabilisation level positively affects manufacturing enterprises' sustainable development, Pieloch-Babiarz et al. (2020) found out. EU structural funds play a positive role in financing sustainable development in Slovenia (Lapinskaite et al., 2020). Slovenian consumers responded positively to energy-producing companies' loyalty programs that offer integrated energy services such as energy efficiency and green energy, favouring the national environmental sustainability targets (Dolšak et al., 2019).

Despite good intentions, Slovenia suffers critical barriers. First, Slovenia, given its central location in Europe, cannot achieve a self-sufficient energy production with photovoltaic systems, because during winter, snow covers the panels and shut down the energy production, so to overcome this barrier, Lokar and Virtič (2020) suggest integrating local photovoltaic panels with hydrogen fuel cells. However, the initial investment is high but economically accessible. Companies are more reluctant to engage in socially responsible and profit-oriented behaviours (Golob and Bartlett, 2007). Embracing socially responsible practices is slow in Slovenia. It is considered that such slow progress lies in a low level of trust in institutions among the public and increasing corruption and malpractices by managers and public authorities. Čater et al. (2009) found that the Slovenian manufactory company engages in green policies to reflect top management and public concern. Still, such implementations are, mostly, a prerogative of more prominent companies. Moreover, Hojnik and Ruzzier (2016) view financial factors of Eco-Innovation implementation costs, legislation and hard-to-get permits as significant barriers to Eco-Innovation implementation, while the capable drivers are a company's internal awareness, competition, customer, and regulatory pressures. Their study revealed the dual role of regulations – as a motivator (EU regulations) and, simultaneously, as an inhibitor to EI implementation.

Concerning tourism, Mihalič (2015) found out that environmental management is becoming a competitiveness factor. However, hotel managers are less critical than quality and image factors. The awareness of making eco-friendly and more sustainable the tourism sector is gaining momentum, which will lead to an increase of more significant standards for environmental and economic sustainability. Hotel employees find it crucial to be employed in a socially responsible company (Planinc et al., 2020).

When comparing rural tourism between Slovenia and Serbia, Slovenia shows a better developed rural tourism, considering that local and local stakeholders have joined the forces to achieve European standards (Petrović et al., 2018). Ljubljana presents good potential for sustainable urban tourism as residents demand the cultural and green type of tourism increases (Grah et al., 2020). Even sports events can contribute to developing a more sustainable and greener economy. Major sports events, such as the Ljubljana marathon (the most successful in sustainability implementations), the events of Povežimo soline and Eurofest are drivers of sustainability, Golob et al. (2015) found.

Concerning green transportation and thanks to the EU's accession, Slovenia has adhered to the EU guidelines for electric vehicles (Knez, 2017). However, the number of electric cars remains lower than the EU Commission expects it; Slovenians consider price one of the significant barriers, Knez et al. (2020) notice. Subsidies from the Eco Fund and loan schemes are available for application, guidance and grants available only for battery electric vehicles and plug-in hybrid vehicles. However, these grants are still unused (Purgar, 2012) because of low electric car circulation.

In terms of waste management, only two of the seven waste management centres in Slovenia are considered acceptable, Pažek et al. (2020), but there is ample room for improvement. Malinauskaite et al. (2020) state that even if Slovenian municipal waste recycling rates are among the highest in Europe (59% according to the Annual Report 2019;4), the various municipalities' performance differs. One suggestion for further improvements might introduce a tax on the landfill or a residual waste tax on non-recycled output from Mechanical Biological Treatment (MBT).