SUSTAINABLE DEVELOPMENT AND CULTURAL DETERMINANTS OF GLOBALIZATION

Abstract

Culture and globalization are intertwined and mutually conditioned not only due to the common culture interaction, but also primarily because of technological transfers shaping the global economy. The entire social development is thus adapted to various cultures and to culture in general. Perceived from one perspective, the market and globalization affect the culture in a negative manner. As a set of permanent material and immaterial values and human creations, culture, as such, is exposed to a multitude of problem, countercultural and degrading processes stemming from conflicts of interest and, sometimes, from very rapid changes and uncritically accepted innovations, forms and standards. In that sense, degradation of culture can cause deterioration of the quality of economic activity.

Environmental culture and sustainability culture are only a part of a relatively new business culture and behaviour. In fact, ecological behaviour and “green intelligence” are typical human characteristics, and are a part of the universal human culture, as well as of a sustainable relationship with nature and with future generations.

In spite of common understanding and prejudice, most research shows that globalization and market development have a positive net effect on environmental culture and sustainable development. Humanity is experiencing a chance to utilize such positive permeation and to impose the culture of globalization as a stimulating factor for sustainable development.