The analysis of students’ attitudes and perceptions represents a basis for enhancing different types of activities, including teaching, learning, assessment, etc. Emphasis might be placed on the implementation of modern procedures and technologies, which play an important role in the process of digital transformation. Among them is artificial intelligence—a technology that has already been found to be applicable in various sectors. When it comes to education, several AI-based tools and platforms can be used by students and teachers. Besides offering customized learning experiences, AI may play a significant part in establishing the concept of sustainability, especially when concerning the achievement of sustainable development goal 4. This paper investigates students’ intention to use artificial intelligence in education, taking three predictors from the UTAUT model and AI awareness as the moderator. The analysis included students from the Autonomous Province of Vojvodina, Republic of Serbia. For the purpose of the research, the partial least squares structural equation modeling (PLS-SEM) method was applied. Hereby, two models (without and with a moderator) were tested to examine the main and moderating effects, respectively. Regarding the results, while interaction terms were non-significant, the impacts of performance expectancy, effort expectancy, and social influence on behavioral intention were significant and positive.

Banks represent important subjects in business, with dominant positions in the financial system in the world. Banks developed various financial products and services that can cover most market needs. As a result of adequate portfolio diversifications, banks recorded positive profitability rates. In addition to being adjusted to competition, banks should also focus on the environment. Therefore, banks have recognized an opportunity to offer green products and services and support environmentally-friendly initiatives and projects. The aim of this paper is to identify whether crucial determinants of bank profitability are moderated by the presence of green loans in the bank portfolio. For this purpose, a panel fixed-effects approach was applied to data from the Republic of Serbia (2014–2021). The obtained results indicate that the presence of green loans in a bank’s portfolio moderates the influences of a bank’s liquidity on the bank’s profitability measured by return on assets (ROA) and return on equity (ROE). The contribution of the conducted research is that it is, according to the authors’ knowledge, the first measurement and estimation of the moderating effects of green loans’ presence in banks’ portfolios on their profitability. In addition to financial, marketing implications were considered.

The positive effects of e-bikes on physical activity, health, and the environment have been confirmed in many studies. Their choice, as well as of cycling in general, was previously considered from, among others, the socio-psychological aspect (often by use of the theory of planned behavior (TPB)) or the financial aspect (in the context of financial incentives). In addition, the question of physical activity can be especially relevant for the student population, since their level of physical activity usually declines. Starting from the previous framework, the aim of this research was to consider the intention to use e-bikes by the student population in the context of their attitudes, subjective norms, perceived behavioral control, and financial incentives. It is, according to the authors’ knowledge, the first research that combines all those variables when studying e-bikes. The research was conducted in 2022 on a convenience sample of 332 students from the University of Novi Sad (Republic of Serbia). The results show that the strongest predictor of the intention to use e-bikes can be attributed to financial incentives, followed by attitudes and subjective norms, while perceived behavioral control is not significant. Besides considerations in the context of previous research, additional recommendations for increasing e-bikes’ use were provided.

Within the increased concern for environmental protection, an important aspect is related to renewable energy not only because of the potential for carbon emission reductions but also because of energy security. Relying on renewable energy sources can be a basis for less dependence of the economy on limited energy sources, especially when considering their potential price fluctuations. The role of banks has already been recognized in the context of supporting the greater use of renewable energy solutions. In this paper, the focus is on green banking (GB) services and customers’ intention to adopt them. For its analysis, the theory of planned behavior (TPB) was applied. It was extended with environmental consciousness, as a predictor of attitude and behavioral intention. Moreover, relations between customer intention and its predictors were examined separately for the male and female gender. To the authors’ knowledge, this is the first research in which behavioral intention toward green banking services was investigated by including mentioned variables from the gender aspect. According to the obtained results, environmental consciousness, attitude and perceived behavior control have the largest influence on customers’ intention. In addition, from the gender aspect, unlike male, the intention of female customers is significantly affected by perceived behavior control.

The imperative to measure perceived service quality by a formative model in which it represents higher-order formative construct, consisting of reflective first-order constructs ((sub)dimensions), is defined in leading marketing literature in previous years. That approach is of special importance since model misspecifications were often occurring in perceived service quality measurement researches, which may lead to totally wrong conclusions. Furthermore, when it comes to the perceived audit service quality, according to the knowledge of the authors, this is the first implementation of the described approach. Besides the analysis of perceived quality dimensions (all of them originate from intensively used SERVQUAL instrument and are adopted to audit service quality: tangibles, reliability, responsiveness, assurance and empathy), the model included relations between quality and client’s satisfaction and loyalty. The results were obtained by processing 123 responses from Serbian companies. All dimensions of perceived quality influenced it positively and significantly (the strongest influence is related to assurance, followed by responsiveness; smaller coefficient with relatively similar value describes the influence of reliability; followed by empathy; the weakest is the impact of tangibles). Furthermore, research results pointed to the existence of positive relations between audit quality, satisfaction and loyalty. Hereby, satisfaction partially mediates the relationship between quality and loyalty.

Although there are some differences in healthy lifestyle measurement, physical activity is an indispensable factor within that construct. By increasing the level of physical activity of the population, the contribution to social sustainability is provided. Social marketing can be considered as a manner to promote behavior change (including increase in physical activity level). It uses commercial marketing tools in delivering social goods. In that context can be explained previous uses of the theory of planned behavior (TPB) in social marketing researches aiming at increasing the level of physical activity of the population. In this paper, the modified TPB model, extended with self-identity and motivation variable, is implemented within the student population of the University of Novi Sad, Serbia, in 2019. The results show that intention to do regular physical activity in the week after the research was directly influenced by behavioral and normative beliefs and self-identity. It was influenced indirectly by students’ motivation. The motivation, however, directly affects students’ behavioral, normative and control beliefs. Nevertheless, the results differ among genders; although positive at both genders, the effects of normative beliefs and motivation on intention were significant only in female students (0.123 and 0.243, respectively). The authors also provide social marketing implications, i.e., potential activities within social marketing that could be performed in order to encourage students to be more physically active. In addition to belonging to relatively scarce similar researches in domestic context, the wider contribution of this paper can be identified from a methodological aspect, treating the behavioral, normative and control beliefs as formative constructs.