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.