WHOLESALE MARKETS AS SUPPLY CHANNELS FOR   GREEN MARKETS AND THEIR IMPACT ON RURAL  DEVELOPMENT IN SERBIA

Nedeljko  Prdić; Tamara Gajić; Saša  Stepanov

doi:10.59267/ekoPolj250163P

Authors

Nedeljko Prdić JKP Tržnica, Novi Sad, Serbia https://orcid.org/0000-0003-3199-1188
Tamara Gajić Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts, Belgrade, Republic of Serbia; Swiss School of Business and Management, Genève, Switzerland; Institute of Environmental Engineering, Peoples’ Friendship University of Russia, RUDN University, Moscow, Russia https://orcid.org/0000-0003-3016-8368
Saša Stepanov University of Economics Academy, Novi Sad, Faculty of Applied Management, Economics and Finance (MEF), Belgrade, Belgrade, Serbia. Center for Research, Science, Education and Mediation, CINEP Belgrade https://orcid.org/0009-0002-6093-8589

DOI:

https://doi.org/10.59267/ekoPolj250163P

Keywords:

wholesale markets, green markets supply chain, rural development, innovation, vendor performance, consumer satisfaction, digital transformation, agricultural innovations

Abstract

The wholesale market is a key supply channel for green markets, linking producers and consumers locally and globally. This study explores challenges and opportunities for vendors, emphasizing wholesale markets’ role in improving supply chain efficiency. Through in-depth interviews with vendors at Kvantaška Pijaca in Novi Sad and local green market sellers, a mixed-methods approach was used to assess economic and communication effects. Findings show strong alignment between vendor operations and consumer needs, highlighting wholesale markets’ potential to enhance rural development through better market access and innovative distribution. The study contributes to literature on sustainable agriculture and offers practical recommendations to improve vendor performance and customer satisfaction. It provides a strategic framework for policymakers to support rural and agricultural development in Serbia.

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References

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