Abstract Public forest enterprises are required to meet public needs for forest products and services. Some forest products and services must be provided free of charge to society as a whole. From a business perspective, the problem is how to motivate employees to improve products and services when some are provided free of charge. Improvement of product and services is a part of entrepreneurial process known as opportunity recognition and relies inter alia on demographic characteristics. We used attitude approach to describe employees’ ability to recognize business opportunity based on demographic characteristics. The improvement of forest products and services results from the proper identification of business opportunities. This research begins with research question whether the demographic characteristics of employees in public forestry enterprises have an impact on improving forest products and services. We conducted a survey to collect employees’ attitudes from 4 public forest enterprises in Serbia. The results show that male have more positive entrepreneurial attitudes compared to women. Women give more importance to services such as extension service in private forestry than their male counterparts. Younger employees show more positive entrepreneurial attitudes than older ones. Employees with shorter work experience show more positive entrepreneurial attitudes compared to employees with longer work experience. Positive entrepreneurial attitudes are an important momentum for improving forest products and services. Some of products and services did not recognize as business opportunity. https://unilib.phaidrabg.rs/o:3656 cobiss:RS-ID 139524097 application/pdf 579218 bytes 2023 Book of Proceedings [Електронски извор] / XIV International Scientific Agriculture Symposium "AGROSYM 2023", Jahorina, October 05 - 08, 2023 eng All rights reserved info:eu-repo/semantics/conferenceProceedings Entrepreneurship, Public Forest Enterprise, Innovations, Diversification DEMOGRAPHIC OF EMPLOYEES IN PUBLIC FOREST ENTERPRISES AS FACTOR FOR IMPROVEMENT OF FOREST PRODUCT AND SERVICES Poduška, Zoran STAJIĆ, Snežana PAVLOVIĆ, Branka ČOKEŠA, Vlado