PRESADZOVANIE ZÁSAD TRVALO UDRŽATEĽNÉHO ROZVOJA AKO PROCESU PREKONÁVANIA KORISTNÍCKEHO PRINCÍPU V KULTÚRE A INŠTITÚT SPOLOČENSKEJ ZODPOVEDNOSTI FIRIEM

The acceptation of the environmental problems leads people towards the promotion of sustainable development as a mean that could help to overcome the predatory principle in the anthropologically orientated Euro-Atlantic culture. An important condition to achieve radical changes is to leave behind the consumption lifestyle and to create the mechanisms that will be able to achieve collective interests. This tendency has been shown in the market economy through the institute of Corporate Social Responsibility. This institute is a manifestation of introducing a certain form of the basic moral principles to the economical practice. CSR accepts the compliance not only of ethical standards and principles, but also social, cultural and environmental requirements for its own production.