MARKET INCLUSION AND SUSTAINABLE PRACTICE IN SERBIAN AGRITOURISM

Srđan  Milošević; Filip  Đoković; Boriša  Lečić; Vukašin  Petrović

doi:10.59267/ekoPolj25041259M

Authors

Srđan Milošević Faculty of Organizational Studies Eduka, Majke Jevrosime 15, 11000 Belgrade, University of Business Academy in Novi Sad, Serbia
Filip Đoković Faculty of Organizational Studies Eduka, Majke Jevrosime 15, 11000 Belgrade, University of Business Academy in Novi Sad, Serbia
Boriša Lečić Union University Belgrade, Faculty of Law and Business Studies Dr Lazar Vrkatić, 11000 Novi Sad, Serbia
Vukašin Petrović Faculty of Organizational Studies Eduka, Majke Jevrosime 15, 11000 Belgrade, University of Business Academy in Novi Sad, Serbia

DOI:

https://doi.org/10.59267/ekoPolj25041259M

Keywords:

agritourism, market integration, sustainable production, rural household development, economic incentives

Abstract

This study examines how market integration affects the adoption of sustainable production practices among agritourist households in Serbia. Using a Propensity Score Matching approach supported by endogeneity tests, mediation analysis, and Double Machine Learning, data from 148 households were analyzed. Results show that participation in modern market channels significantly increases the use of green technologies, particularly drip irrigation, biological pest control, and crop residue management. The mediation model confirms that market integration fosters adoption partly by enhancing producers’ cognitive awareness of sustainability. Findings remain robust across different estimation methods. The study offers policy insights into promoting sustainable agritourism through support for market access and digital competencies.

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