The majority of studies evaluating the effectiveness of branded CSR campaigns are concentrated and base their conclusions on data collection through self-reporting questionnaires. Although such studies provide insights for evaluating the effectiveness of CSR communication methods, analysing the message that is communicated, the communication channel used and the explicit brain responses of those for whom the message is intended, they lack the ability to fully encapsulate the problem of communicating environmental messages by not taking into consideration what the recipients’ implicit brain reactions are presenting. Therefore, this study aims to investigate the effectiveness of CSR video communications relating to environmental issues through the lens of the recipients’ implicit self, by employing neuroscience-based assessments. For the examination of implicit brain perception, an electroencephalogram (EEG) was used, and the collected data was analysed through three indicators identified as the most influential indicators on human behaviour. These three indicators are emotional valence, the level of brain engagement and cognitive load. The study is conducted on individuals from the millennial generation in Thessaloniki, Greece, whose implicit brain responses to seven branded commercial videos are recorded. The seven videos were a part of CSR campaigns addressing environmental issues. Simultaneously, the self-reporting results from the participants were gathered for a comparison between the explicit and implicit brain responses. One of the key findings of the study is that the explicit and implicit brain responses differ to the extent that the CSR video communications’ brain friendliness has to be taken into account in the future, to ensure success. The results of the study provide an insight for the future creation process, conceptualisation, design and content of the effective CSR communication, in regard to environmental issues.

This paper aims to investigate the outlook of energy generation by means of transformation within the context of sustainable energy development. An analysis is conducted to assess the stability of energy systems so to implement cutting-edge energy production models at the national level, with a focus on a contemporary approach to energy modeling. Considering the energy transition and the existing constraints within the energy industry, the model assesses the feasibility of the practical advancement of renewable energy sources. The bottom-up energy model was used to determine how the components of energy development sustainability can be applied until the year 2050. To perform comparison testing with the reference state scenario, the LEAP energy model was used. This instrument was selected because of its ability to provide flexible and advanced options for selecting suitable parameters for energy transformation prediction. A progressive reduction in environmental pollution can be achieved by the deployment of current methods of energy generation by transformation until the year 2050 in Serbia, as indicated by the findings. The research highlights the significance of utilizing green energy sources for the continuing development of energy and the gradual reduction in environmental pollution through value co-creation.

As higher education institutions play a key role in setting a foundation for a sustainable workforce, it is their responsibility to create an environment in which students’ well-being will be preserved. In this regard, contemporary universities encounter a significant challenge – the increasing presence of academic burnout syndrome which negatively affects students’ health, career preparedness, and subsequent job performance. While previous burnout studies mostly focused on Millennial students, this study aims to examine burnout prevalence and risk factors among Generation Z, the first true digital natives. Therefore, the study proposes a conceptual model exploring the impact of seven background factors (demographic and situational) on four dimensions of academic burnout, as well as students’ overall burnout. The model is tested on a sample of university students from Serbia, using the Structural Equation Modelling (SEM) analysis. The results indicate that a quarter of the surveyed students experience overall burnout, while over 60% report experiencing some degree of personal burnout. Furthermore, two confirmed hypotheses reveal that Generation Z’s academic burnout is significantly linked to age and whether students study in their hometown. Three partially confirmed hypotheses suggest that certain academic burnout dimensions are also connected to gender, GPA, and tuition payment.

Universities are pivots not only of knowledge but also of their practices, which must be sustainable in an age of environmental crisis and thus set an example for others because the academy has always been a beacon and guide, even in the most difficult times. Universities should also educate and "shape" the students who will be our future and the decision-makers who will impact us all. Bearing this in mind, the authors of the paper have decided to outline the examples of beneficial sustainable practices of the universities with special reference to the sustainable mobility practices of university students and employees because of their impact in the fight against climate change. In this way, the existing practices, as case studies that can be applied outside the institutions where they started, pave the way for other universities to include the improvement of sustainability as a necessary goal in their strategies.