“…In other words, it is generally known that carbon dioxide reduction increases the economic performance of companies (Cusshiella, 2017), the profitability of producers and retailers, as well as consumer preferences (Eagle, 2017). In view of the significance of the problem of carbon dioxide emissions, generally speaking, the number of papers dedicated to the specificities and impacts of carbon dioxide emission reduction on the performance of retail companies is modest (Patten, 2014;Makarov, 2015;Riboldazzi, 2016;Sullian, 2016). In Serbian literature this issue is only partially considered in some papers (Lukic, 2011a(Lukic, , b, 2012(Lukic, , 2014(Lukic, , 2016a(Lukic, , b, c, 2017.…”