The main aim of this study is to examine the relationship between service quality and customer satisfaction and their impact on behavioral intentions in higher education setting in Serbia. Two competing models, revealed during the literature review, have been tested on a sample of Engineering Management students by means of structural equation modeling, performed via LISREL 8. Results of the study indicate that satisfaction is influenced by service quality and directly related to behavioral intentions, thus offering support for Oliver's (1999) cognition-affect-conation sequence of causal relationships in loyalty formation. Implications of the study have been discussed and limitations and directions for future research are outlined.

The objective of the study is to propose and empirically examine a model of the determinants of Generation Z apparel consumers’ intentions to dispose of their used clothing in a sustainable way, via clothing collection and recycling boxes established in fashion retail stores. The study builds upon the acknowledged model for human behavior predictions, the Theory of Planned Behavior, and enhances it by the inclusion of green consumption values. A survey performed in Serbia by means of selfadministered questionnaire resulted in 386 responses. Structural equation modeling (SEM) indicated perceived behavioral control as the most influential determinant of customers’ intentions to dispose of used clothing via clothing collection boxes. Subjective norms, in spite of insignificant direct impact on intentions, emerged as the second most relevant determinant of customer disposal intentions, in terms of total effect, followed by green consumption values and attitudes. Implications of the study are discussed and limitations and future research directions are noted.

Social and environmental responsibility of apparel sector has been drawing rising attention of policymakers and researchers in recent years. One possible solution to curb the detrimental effects caused by the clothing industry is to invoke more responsible demand of its heavy users, such as young clothing customers. This study aims to examine a model of the determinants of environmentally and socially responsible clothing consumption of young adult customers in a developing economy. The study has been performed on a convenience sample of 439 respondents in Serbia, by means of structured online survey. Exploratory factor analysis (EFA), followed by two-step structural equation modeling procedure (SEM)—implying an examination of a measurement model, followed by testing of structural relationships—has been performed within data analysis. Results of the study indicate green consumption values as the most influential determinant of responsible apparel consumption, followed by conscious consumption and receptivity to green communication. Findings of the study contribute to the body of knowledge on responsible consumption and provide directions for practitioners and policymakers. Study limitations are noted and future research directions are provided.

Mainstream economics sees the solution to the problem of exploitative use of limited natural resources in a properly functioning price system. The price mechanism thus works on the principle of scarcity: if a natural resource becomes scarce, it is used less (higher demand causes an increase in the price of the resource). This argumentation is subject to the fulfilment of one condition: the price mechanism must work properly. The criticism of mainstream economics lies in the fact that the global market still offers producers locations with attractive input prices. This is how we achieve global economic growth but also an enormous increase in environmental problems. The clothing industry makes a significant global contribution to increasing the environmental burden. Enormous production is seconded here by customer demand. Specifically, fast fashion represents a constant cycle of buying and disposing of clothes, leading to a significant amount of textile waste. Consumers, with their decision-making power and choices,can be a part of a solution, but it is necessary to know their behaviour. The aim of the paper was to examine whether there exist differences among four female generational cohorts in Slovakia regarding their attitudes towards sustainable clothes and their real purchase behaviour. The questionnaire survey on the sample of n = 428 respondents was used as a method of data collection. One-way ANOVA was used to determine differences between all age groups. A Tukey post hoc test revealed that (1) Gen Y and Gen Z had significantly higher attitudes towards sustainable clothing in comparison with Baby Boomers and (2) Gen X and Gen Y expressed higher levels of purchases of sustainable clothes in comparison with both Baby Boomers and Gen Z. There were no significant differences in actual purchases of sustainable clothing between Gen X and Gen Y orbetween Baby Boomers and Gen Z. The oldest and youngest generations (Baby Boomers and Gen Z) do not differ among themselves but buy significantly less sustainable clothes in comparison with Gen X and Gen Y. Overall, all generations showed positive attitudes towards sustainable clothes, especially younger generations, but this was not fully reflected in their real purchase behaviour. Gen Z and Baby Boomers tend not to buy sustainable clothes, and Gen X and Gen Y are indifferent in this issue. This knowledge helps companies within the fashion industry concentrate on specific segments, tailor their communication strategies accordingly, target educational statements and adopt appropriate practices that are in line with consumer behaviour. To effectively tackle this matter, understanding diverse consumer groups can be highly advantageous, offering valuable insights into their behavioural patterns. It helps to distinguish practices that motivate female consumers to purchase sustainable clothes.

Tourists’ expectations related to urban tourist destinations, which often derive from wider concept of destinations’ images, encompass a wide range of needs, desires and anticipations that tourists develop prior to visiting a particular destination. They are formed under the influence of different factors, one of which is traditional and digital communication channels. The objective of this research is to determine whether different communication channels and multimedia formats, used by tourists in the pre-travelling phase, could shape their expectations related to tangible and intangible characteristics of urban tourist destinations. The data gathering was conducted by applying Computer-Aided Web Interviewing (CAWI) on a representative sample of 312 adult citizens residing in Belgrade, the capital of the Republic of Serbia. The findings indicate that both traditional and digital communication channels, alongside personal recommendations used prior to the trip, significantly contribute to shaping respondents’ expectations concerning tangible characteristics of urban tourist destinations. Digital communication channels and personal recommendations appeared to be more important in shaping expectations related to the intangible characteristics of urban tourist destinations. Also, different formats of online media content exhibited positive associations with expectations concerning the tangible and intangible characteristics of urban tourist destinations. The obtained results provide recommendations for tourist organizations and local government entities, valuable for developing effective communication strategies for targeting potential tourists.

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, the scientific journal of the Mendel University in Brno, Czech Republic