Journals of Vidzeme University of Applied Sciences
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THE ROLE AND IMPORTANCE OF UNIVERSITIES IN THE DEVELOPMENT OF STUDENTS’ SOCIAL RESPONSIBILITY
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Sustainable development is now a necessity of the time, and as such it is required to be at the centre of each country\u27s development policies. Social responsibility is a broader and more comprehensive concept, which contributes to the solution of economic, social, and environmental problems for sustainable development. Social responsibility is a task of every person to maintain a balance between the economy and ecosystems. The university is considered an essential pillar of society in achieving sustainable development. Given that university students will be the most qualified professionals of tomorrow and their actions throughout their careers will be critical for the future of environmental, social, and economic systems, the university must foster training of them with social responsibility for sustainable development. Universities, with their primary role as “producers of knowledge”, can serve as a powerful tool to create an open mindset towards sustainable development. In this perspective, the university can contribute to raising awareness and commitment to social responsibility among students. In public universities, social responsibility should be part of the strategic policy philosophy in their development.
Sustainable development in Albania is accepted as a strategic priority of any development policy of the country. But, as a developing country, social responsibility is a new concept in Albania and the integration of socially responsible practices can be a complex and difficult process. The purpose of this study is to investigate the role and opportunities of universities in Albania to the development of the social responsibility of students for the sustainable development of their country. There is no literature or study in Albania on this subject. The main research questions are: What are the most important factors that push students to commit to social responsibility? Do universities play a key role in developing students\u27 social responsibility for sustainable development? In which topics of education for sustainable development are students most interested? What are the best methods that universities can use to teach and encourage students about social responsibility?
MATERIALS AND METHODS
A vast amount of literature was used to support research in this field of study. As a research tool for securing primary data, a structured questionnaire was developed with closed-ended questions. The target group for this study was students in the last year of study programmes offered by the Economic Faculty of the University of Shkodra in Albania. To collect data, a link to the use of the Qualtrics survey and a brief description of the survey were e-mailed to students by each of the study programme coordinators. Likert scales with five levels and bi-polar questions were used. Data analysis was carried out using descriptive statistical methods.
RESULTS
The results of the study reveal that students generally share a genuine interest in social responsibility. Students consider universities as their main places of learning, with knowledge of social responsibilities and their ability to practice the concepts of social responsibility within their chosen profession and in their everyday life. Students consider social responsibility an “important tool” to build a successful career. There is a need for change, both in the minds of students as well as in university practices to develop student social responsibility in Albania.
DISCUSSION
In the study, theoretical and practical implications are discussed, highlighting what still needs to be done to further improve the practice of universities to cultivate and encourage students\u27 social responsibility to contribute to sustainable development in Albania and beyond
IMPROVEMENT IN PROFESSIONAL EDUCATION AND ITS IMPACT ON SUSTAINABLE TOURISM
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Tourism is one of the most important sectors in Albania. The direct, and indirect contribution of this industry to Albania’s economy during recent decades has been high. The development of sustainable tourism is also a key to success that requires a great deal of responsibility, careful planning and competence to achieve. For this reason, the Albanian government is investing in creating improved environmental conditions through legal policy, investment in infrastructure and the preparation of qualified human capacities for tourism, etc.
Given that many elements impact a well-functioning tourism sector, one of the most delicate issues remains human resources. The special importance of qualified human resources in tourism, the lack of culture inherited from the past in the hospitality sector in Albania, as well as globalisation, brought the necessity to develop a better education system, which is designed and orientated toward one purpose; that of sustainable tourism. Professional education and training of human capacities are a strong link in the chain that keeps all tourism sustainable. Given that among other things every tourism enterprise (but not only) aims to maximise revenue, human capacity normally plays a crucial role in ensuring success.
There has been a return from professional education in Albania in the last decade, but much remains to be done. The main research questions are: Is it essential to adapt curricula regarding professional education for tourism to the conditions offered by the labour market in the tourism sector in Albania? Do students leaving professional schools meet their expectations? Do they meet the actual requirements of work?
MATERIALS AND METHODS
To conduct this study, secondary and primary data were used. Secondary data result from a review of wide-ranging and generally current literature, related to the research topic. Primary data are acquired using qualitative and quantitative research. Qualitative data are obtained through the instrument of a focus group held with students who attend professional education in hotel tourism. Quantitative data are obtained using two questionnaires, compiled by teachers and tourism businesses in Albania. The questionnaires contain open and structured questions and are self-administered by the respondent. The scientific method has been used for data collection, and the paper can be reproduced by other researchers.
RESULTS
The results of this study provide interesting evidence of the problems and challenges of professional education for tourism, and its connection with tourism businesses. Theoretical and practical implications are discussed, highlighting what still needs to be done to further improve professional education for sustainable tourism in Albania.
DISCUSSION
This paper has a contribution on the government level. As the Albanian government is investing in developing professional education, they need to consider the efficiency of their strategies and where they need to invest in the future. This paper can help a business to understand the positive impact of collaboration with a professional school
BUSINESS INCUBATION SCENE IN THE PANDEMIC THROUGH AN OPEN INNOVATION APPROACH – LATVIA CASE STUDY
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The concept of Open Innovation (OI) is recognised by researchers and practitioners internationally, but research on business incubation and incubators as OI partners promoting co-creation, collaboration, co-petition is missing the explanation of how OI in a pandemic transforms business incubation. Business incubators (BIs) are defined as a tool “to help small start-ups overcome liabilities of newness and smallness” (Vanderstraeten et al.,2020). The research aims to investigate the actual business incubation situation in Latvia in the pandemic with the focus on the OI approach. What is the business incubation scene in a pandemic? This remains the research question, addressing the hypothesis - the pandemic facilitated changes in national incubation promoting online co-creation, co-petition and collaboration.
MATERIALS AND METHODS
The Latvian business incubation scene was the main research field of the postdoctoral research project “Open Innovation”. Descriptive analyses of various incubator types in Latvia were performed, identifying the types of incubators including the University, industry and state-run incubators, incubation services and requirements. The content analyses of the co-occurrence of key services were conducted by mapping the incubation service area. The research period was during the pandemic time of 2021, when several socialisation restrictions came into force in Latvia, thus, shifting incubation online.
RESULTS
The pandemic facilitated changes in the national incubation system, promoting online co-creation, co-petition and collaboration in the business incubation field offering online nature services to tenants. External online expertise, as well as online mentoring support, were the OI outside-in strategy activities offered to tenants.
DISCUSSION
The incubation requirements regarding tenants’ recruitment still differ in Latvia, offering the incubation from the idea stage to real time performance, and work in business incubators was on-going even in the pandemic. The nature of services switched to on-line and distance incubation, addressing the basic needs of tenants. The future research could focus on the further elaboration of measurement between the impact of on-site and on-line services on tenants’ performance.
CONCLUSION
The description of the national incubation scene during the pandemic is both a theoretical and practical novelty of this research, as this was the first time in the Latvia business incubation field when on-site services were restricted due to the pandemic. This research proved the importance of the business incubation function in entrepreneurship support and the ability of incubators to provide this function on-line
LATVIAN SEMI-NATURAL GRASSLANDS IN THE SOCIO-ECOLOGICAL EXTINCTION VORTEX: THE EVIDENCE AND RESEARCH GAPS
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Semi-natural grasslands depend on active management by certain societal actors, and can therefore be defined as socio-ecological systems (Herzon et al., 2021). Semi-natural grasslands of the European Boreal biogeographical region are considered to be caught in a socio-ecological extinction vortex (Herzon et al., 2022). Our aim was to look at the evidence for the extinction vortex of Latvian semi-natural grasslands at the national level, and to describe the main directions in which research is insufficient.
MATERIAL AND METHODS
We conducted a scientific literature review and collected official agricultural and habitat conservation statistics.
RESULTS
Published studies are dominated by ecological aspects of semi-natural grasslands in Latvia. At the national level, there is little evidence available about all four interlinked and mutually reinforcing socio-economic processes operating in the extinction vortex (Herzon et al., 2022): 1) agricultural production; 2) policy, research and development; 3) vocational education in the fields of agricultural sciences and 4) the public’s experience with semi-natural habitats.
DISCUSSION
The success of semi-natural grassland conservation depends on how well social-ecological system (SES) thinking has been applied through conservation planning and implementation (Krievins et al. 2018; Fischer et al. 2021). Therefore, conservation should approach semi-natural grasslands as socio-ecological systems rather than merely ecosystems. In Latvia, this approach has not yet been fully appreciated.
CONCLUSIONS
There is a lack of understanding of semi-natural grasslands as socio-ecological systems in Latvia both in the governmental and non-governmental sector, as well as in the research community. The main research gap is in inter- and transdisciplinary approaches to semi-natural grassland conservation
CONTRIBUTION OF PRIVATE LANDS TO BIODIVERSITY CONSERVATION OF LATVIA. CHALLENGES AND OPPORTUNITIES
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A significant amount of biodiversity occurs on private lands of Latvia. About 88% of grassland habitats and 19% of forest habitats of EU importance are located on private properties. Most of the biodiversity values are located outside the Natura 2000 network and other types of protected areas. In order to reach biodiversity conservation goals of the European Union and Latvia, it is important to integrate private lands into nature conservation strategies as well. There are different mechanisms in Latvia available for biodiversity conservation on private land: protected nature territories; micro-reserves; general legal requirements of nature protection; support payments under the Rural Development Programme; tax exemptions for landowners in protected areas, and others. Economic restrictions related to biodiversity conservation measures also tend to create tension in society and cause socio-economic conflicts that might influence the success of reaching biodiversity goals.
MATERIALS AND METHODS
In order to explore private landowners’ attitudes towards biodiversity conservation measures on their land, a literature review was carried out including the analysis of research articles, reports of projects, reports of landowner surveys, and others. Only studies from Baltic Sea region countries were reviewed, selecting 18 articles and reports analysing factors influencing landowners’ attitudes towards biodiversity conservation on private lands. Identified factors and conservation approaches in other countries were analysed in the context of nature conservation system of Latvia, discussing the possible improvements of existing conservation strategies.
RESULTS
Private landowners are a very heterogeneous community, with various attitudes towards biodiversity conservation measures. There are many factors influencing landowners’ attitudes regarding biodiversity conservation on private lands, e.g., property size, field of education and education level, general conservation values of the landowner, income proportion from land management, and others. In general, landowners of Latvia support biodiversity conservation measures on private land; however, they are concerned about possible related restrictions on economic activity and the respecting of their rights to own property. Landowners highlight the importance of effective compensation mechanisms, respectful communication with environmental institutions, and landowners’ participation in conservation related decision-making.
DISCUSSION
In the process of searching for improvements of biodiversity conservation strategies, it is important to take into account the needs and concerns of private landowners. According to analysis, there is a potential and demand for voluntary biodiversity conservation mechanisms in Latvia, which could complement the existing (regulatory) biodiversity conservation strategies. Significant proportion of landowners would be ready to take an active part in the biodiversity conservation process if an effective support system (consultative and financial) were provided
THE BLUE FLAG PROGRAMME AND DESTINATION IMAGE: A STUDY ON EDEN BEACH, PUDUCHERRY, INDIA
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Beach tourism offers enormous economic benefits to local communities and also causes many environmental and social impacts on the coastal environment. Many people choose to take a holiday at a beach destination because they want to relax, escape and participate in beachfront recreation (Lucrezi and Vander Walt, 2016). India, with a coastline of 7516.6 km (Centre for coastal zone management and coastal shelter belt, 2017), has a wide variety of beaches on its shoreline that offer recreational activities to tourists. Foundation for Environment Education in Denmark (FEE) has awarded Blue Flag Certification to two new beaches in the year of 2021, namely Kovalam in Tamil Nadu and Eden beach in Puducherry, India. A Blue Flag beach is an eco-tourism model that aims to offer tourists clean and sanitary bathing water, facilities/amenities, and a safe and healthy environment while providing sustainable development to the local community. Around the globe, only 47 countries have achieved this blue flag certification for its beaches.
MATERIALS AND METHODS
The researchers have studied the destination image of Puducherry as a beach tourism destination, with special reference to Eden beach, Puducherry. With the support of literature studies, the assumption that a positive destination image also promotes the intention of tourists to revisit, thus bringing sustainable development to the destination, is justified.
RESULTS
The results are theoretical. The study is based on Eden beach, Puducherry. The results show that the destination image encourages the intention of tourists to revisit and loyalty to the destination. This research is significant for the future as it helps to propagate India’s image as a clean and green beach tourism destination, thus creating a positive destination image among domestic and international travellers.
DISCUSSION
On achieving this Blue flag certification, the destination image of Pondicherry as a beach destination, a union territory in India, creates loyalty to destination that encourages the intention to revisit the destination among tourists that ultimately benefits the stake holders of the destination and helps in achieving sustainable development.
CONCLUSIONS
The connection between the destination image, destination loyalty and intention to revisit is clear and proven in many other research findings. Therefore, future researchers can also focus on other beaches in India with Blue flag certification and their role in promoting tourism in that region, as well as the image of a tourist destination and the tourist\u27s perception of a tourist destination on other blue flag beaches of India.
 
FRAMEWORK TO BUILD AN ADVANCED ANALYTICS MATURITY ASSESSMENT MODEL: QUESTIONNAIRE DESIGN
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Every minute of every day, a huge amount of data is created – social media, email communication, any device connected to the internet, google search. The future of digitalisation and internet of things promises a further generation of new data volumes. New advanced analytical approaches are required to deal with and make sense of large volumes of unstructured and structured data.
Data-driven business environment is a competitive advantage for any organisation. To ensure faster and smarter decision-making, organisations are forced to use advanced analytics to analyse the past, understand the present behaviour and predict and influence future events, actions, decisions and behaviour. Assessment of the advanced analytics ecosystem is crucial for further development, competitions in the market and to reach the strategic goals of the organisation. The assessment and understanding of the investments needed and next steps is critical to make the digitalisation process productive.
Advanced analytics can be described as a process of turning huge volumes of structured or unstructured data, statistical and predictive analytics into decision-making with a value to business. In addition, time after time it is accepted as predictive analytics, big data analytics, data mining and similar. This is a forward-looking technique that can provide insights from huge unstructured or structured data volumes. The techniques used include data mining, machine learning, forecasting, visualisation, semantic analysis, sentiment analysis, network and cluster analysis, multivariate statistics, graph analysis, simulation, neural networks and others.
MATERIALS AND METHODS
The questionnaire developed by the author is based on an academic literature review, reports and publications shared by the analytics sector, industry experts and the author’s professional experience in the advanced analytics industry. The questionnaire design is developed based on 4 models with disclosed or semi-disclosed information to obtain data for modelling: 1) Analytics Maturity Quotient Framework (AMQ), Authors: Aryng, Data Science consulting, training and advising company; 2) DELTA Plus Model, Authors: International Institute for Analytics (IIA, Davenport); 3) Defining analytics maturity indicators (DAMI), Authors: Jasmien Lismont, Jan Vanthienen, Bart Baesens, Wilfried Lemahieu; 4) TDWI Analytics Maturity Model, Authors: TDWI (Transforming data with intelligence) training company.
RESULTS
The outcome is a questionnaire with 40 questions – single choice, multiple choice, text entry, matrix table, constant sum type questions allowing one to collect wide ranging and structured information. The main blocks are Demographics, Data management, Analytics, Process around data and analytics, People, Technologies, Culture, Leadership, Success drivers, Barriers. The questionnaire was launched on 20 December 2021 and now the field work is at the final stage. The author developed the new questionnaire, adjusted it for 2022, and localised it for Latvia.
DISCUSSION
Considering the increasing demand for advanced analytics including automated decision-making based on data, the significance of understanding the advanced analytics ecosystem maturity level in the organisations of Latvia is topical. The outcome is a core phase of the research paper “Challenges of Advanced Analytics Adoption in the Organisations of Latvia” with the research goal to develop the Advanced Analytics Ecosystem Assessment and Recommendation Tool based on ‘self-assessment’ to improve the results of the organisation in accordance with the strategic goals of the organisation. The questionnaire design of the quantitative survey is the most significant step in building an assessment model that allows one to collect core data material to obtain the initial model. The domains and factors which determine the maturity of advanced analytics will be identified based on quantitative survey data using proper analysis such as clustering, factor analysis, correlation analysis and other relevant analytical methods.
CONCLUSIONS
The challenge was to create a questionnaire in Latvian because of missing relevant terminology in Latvian, thus, leading to the identification of potential new terminology to be developed and implemented in Latvian
THE TRANSITION TO THE CIRCULAR ECONOMY IS A NEW WAY OF THINKING BOTH FOR SMALL AND MEDIUM ENTERPRISES OF LATVIA AND END-USERS
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The subject of the research is the different models of the circular economy. The object of the research will be SMEs in different economic sectors. The research hypothesis can be defined as the transition to the circular economy and is an essential element in achieving high production efficiency in companies from a long-term perspective. The research aims to create an adapted model for the transition to the circular economy for Latvia\u27s SMEs.
Although several circular economy good practices have already been implemented through eco-innovative projects in Latvia (treatment of different types of construction waste, plastics recycling etc.), there is still free capacity for many other projects. The research will use existing circular economy methodologies (for example, different checklists and questions) to strengthen both qualitative and quantitative methods.
MATERIALS AND METHODS
The research will use both qualitative and quantitative methods – 5 methods have been used so far in total.
Overall structured interview – the basic questionnaire has 13 questions and the additional questionnaire has 41 questions.
RESULTS
Expected results of the research will be the following – new criteria issued for SMEs for the transition to the circular economy in the long-term perspective, adapted model for SMEs issued for transition to the circular economy and recommendations and suggestions issued for developing the eco-innovation market.
Until now 2 overall questionnaires (hereinafter - Q) have been prepared – main Q with basic 13 questions in google format and additional Q with 41 questions in google format. Until now (accessed basic Q: 20 February 2022) 74 answers have been received out of 499 respondents from different stakeholder groups (basic Q), and 16 answers have been received out of 38 respondents (additional Q). Nevertheless, the study concentrates on the involvement of different companies from different industrial branches; until now, company activity has been least observed.
DISCUSSION
One of the explanations for such a low level of activity can be explained by the COVID-19 restrictions influencing the overall low interest from the side of companies to be involved in any scientific studies.
Future work needs to focus on changes to the approach of how to involve more companies in increasing the total number and activity.
In the following research, there is no longer a necessity to decrease the number of sectors chosen because the circular economy\u27s elements can be implemented in all 5 sectors; not only in waste management and food production.
In the following research it is necessary to indicate and analyse the responses given in the additional questionnaire and provide feedback from expert interviews.
A new element in the following study is also the so-called “end-user” role and possibility of being involved and participating in achieving green goals for Latvia until 2027, 2030 or from an even longer perspective. As it is defined, circular economy is not only a new industrial production model, but also a new model for end users (energy efficiency measures, waste sorting, usage of deposit system).
CONCLUSIONS
Until now the author can conclude that there is critically low interest and responses received, which is the total opposite of trends such as “sustainable development”, “green deal”, “social responsibility” nowadays.
It can also be concluded that more than 80% of all respondents want to live in a clean environment (breathe fresh air, drink clean water, use appropriate sewage and waste management services) and mainly understand the main principles of the circular economy from one side. From another side, the responses given said – there is no necessity, or it is only necessary to invest as little as possible to implement eco-innovations (green technologies).
It can also be concluded that there is mostly a positive attitude to new approaches, different initiatives and projects, but only with condition that the source of financing is the state budget.
Practical application of the adapted model could be described as a possible IT green market tool where a wide range of eco-innovations (technologies, standards, costs etc.) will be collected and sorted. Waste management, food production, electricity, water, port sector SMEs can use such a tool for appropriate analysis and decision-making before investing
INNOVATION TECHNOLOGY ON CONNECTING AGRICULTURAL PRODUCTS WITH TOURISM ENTERPRISES IN RURAL AREAS OF NORTHERN ALBANIA
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In a developing country such as Albania, the tourism industry is considered very important in creating economic benefits. The possible contribution of tourism is also considered in the agricultural sector. The integration of regional agriculture and tourism enterprises is very important and brings economic development to the rural area. The relationship of agriculture with the tourism sector in rural areas stimulates local production, and sustains tourism profits. The problem of integrating the two sectors is related to the seasonal nature of tourism, the low quality of local products, the dependence of the tourism industry on imported supplies and the lack of a direct link between agricultural enterprises and the tourism industry.
Digitalisation of agriculture is considered very important for the progress of farming. Different interested parties assume that adopting new farming technology influences performance and will also provide an increase in accuracy of output produced to meet the needs of tourism business in the region.
The purpose of this paper is to explore farmers’ and tourism enterprises’ perception and attitude in relation to farming technology. This paper also shows the importance of digitalisation of the supply chain of agricultural products in order for it to sustain the tourism market. Finding optimal ways to improve relations between agricultural and tourism enterprises is necessary to create market synergy and improve the image of the tourist destination. The main source of this is agricultural development and potential in tourism development, in the form of tourism programmes and facilities. Two hypotheses were raised: digitalisation improves the production process of agricultural products, and digitalisation of the supply chain sustains relations between agricultural and tourism enterprises to create market synergy.
MATERIALS AND METHODS
The methodology of this paper is based on the analysis of secondary data and processing of primary data. The secondary data are the result of a review of extensive and contemporary literature, domestic and foreign, related to the research topic. In formal statistical management systems, data are used to research the characteristics and importance of agricultural and tourism companies using farming technology. The primary data is obtained using quantitative research through questionnaires. The questionnaires contain open and structured questions and are self-administered by the respondent. Two questionnaires were distributed; one to guest houses that operate specifically in the area of Theth, Razma, Bogë, Tamara, Lepushë, Vermosh, and the other to farmers that operate in the same area. The results of the questionnaire were elaborated using the SPSS program.Since a scientific method has been used for data collection, the paper can be reproduced by other researchers.
RESULTS
The data show that there is generally a positive attitude of farmers and tourism businesses in northern Albania towards adopting new technology, especially regarding distribution channels. There are several barriers to the adoption of technology by business in these two sectors.
DISCUSSION
The positive contribution of this paper is at the governmental level because it helps them understand where and what to invest or support regarding the tourism and agricultural sector. This paper is also valuable for private investors and NGOs
COLLABORATION COMPETENCIES AND GREEN BUSINESS MINDSET
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There is increased international pressure to develop sustainable and circular businesses. This raises the question of entrepreneurs’ green awareness and the ability to adopt green values in their business and management practices. While this has become a hot topic on the agenda of policymakers and researchers, there is a critically low level of green awareness among entrepreneurs. This highlights the need to explore how to better foster the development of a green business mindset among entrepreneurs.
Collaboration with multiple stakeholders is currently promoted as an essential resource for companies to create a positive environmental impact and circular value. However, entrepreneurs do not recognise the advantages of collaboration, but instead face growing stakeholder green pressure.
Collaboration competence has been recognised as one of the essential elements of the green business mindset. The awareness of green values and the importance of collaboration in this context needs to be developed at school to provide theoretical knowledge and promote green skills.
This study aimed to investigate the understanding of teachers and academic staff about the green business mindset and to assess their perception of the importance of collaboration competencies within the green business mindset.
Research questions: 1) What are the main competencies comprising the green business mindset model and the status quo of the collaboration within this model; 2) How do teachers and academic staff perceive the importance of collaboration in developing the green business mindset?
MATERIALS AND METHODS
The systematic literature analysis, content analysis and clustering of the co-occurrence of keywords and concepts were used for the research. The empirical study reflects the situation in Latvia, and accordingly, the academic staff as well as teachers from Latvia were surveyed. Interviews of experts were conducted. The descriptive analyses synthesised the research results and described the main implications and further research gaps.
RESULTS
The green business model encounters the development of critical thinking, creativity, initiative and leadership, reflection, sharing and collaboration, environmental concerns and the attitude towards green values. The research results reveal the increased necessity to promote green awareness among youth, entrepreneurs, families and teachers. The academic staff rather have an overall understanding of green business, but they lack detailed green knowledge. Changing the behaviour and attitudes towards environmentally friendly business is considered most important, but collaboration is less critical.
DISCUSSION
Latvian entrepreneurs do not recognise the benefits and positive impact of green business practices. Changing customer values and global trends of sustainable transition will foster green business practices. Therefore, it is essential to develop knowledge of the circular and green business and stimulate behavioural changes of entrepreneurs to accept and follow environmentally friendly values. Previous studies prove the vital and integral role of collaboration with and for multiple stakeholders in creating positive environmental impacts. Such stakeholder collaboration includes various managerial tasks - the establishment of the relationship, value mapping and standard value orientation, regular communication, involvement and engagement, sharing and co-creation, and requiring appropriate competencies.
Collaboration with multiple stakeholders is a cross-cutting issue that should be reflected horizontally in different study courses, not just in a specific environmental or ecological curriculum. However, the entrepreneurship and management study programmes should include stakeholder collaboration topics as one of the managerial practices.
CONCLUSION
This study describes the green business mindset model and its multi-dimensional nature, including knowledge and skills related to entrepreneurship, sustainability, ecology, and green education on the one hand, and emotional intelligence, green values and attitudes on the other. This research reveals the shorthand situation of Latvia. The green business mindset model envisages several levels of development and assessment – raising awareness, acquiring knowledge, changing attitudes and values, changing behaviour, and initiating green actions. The academic staff and teachers consider that, in Latvia, besides green business knowledge, the emotional, intuitive and spiritual intelligence, self-awareness and self-confidence encompassing green values are essential, and should be developed