SUSTAINABLE ENTREPRENEURSHIP AND UNDERSTANDING GREEN CONSUMER BEHAVIOUR

The importance of entrepreneurship as one of the basic skills to be proved through lifelong learning is increasingly recognized today. Both - the Lisbon strategy and the European Charter for Small Enterprises have stressed this point. In particular, the European Charter for Small Enterprises commits the EU to integrate concept of entrepreneurship at all levels of education. It is pointed out that a culture which supports entrepreneurship will contribute to innovation and economic growth of EU countries. The aim of this paper is to explore the extent to which a concept of entrepreneurship education and sustainable entrepreneurship may represent a realistic approach for implementing innovations in business sector, from perspective of green consumer expectations. Focus of the research is in linking economies of the West Balkans, particularly Albania and Montenegro with the European Union.