Rola Indywidualnej Społecznej Odpowiedzialności (ISR) w realizacji postulatów Zrównoważonego Rozwoju
The Role of the Individual Social Responsibility (ISR) in Fulfilling the Principles of Sustainable Development

Summary/Abstract: The Role of the Individual Social Responsibility (ISR) in Fulfilling the Principles of Sustainable Development In light of continuing degradation of the global environment as well as crisis of the Corporate Social Responsibility concept (CSR), that is nowadays identified with Public Relations (PR) and criticised for using greenwashing practices, there is an emerging need for developing a new approach towards Sustainable Development strategies on the organisational level. The aim of the article is to show the potential hidden in the sense of environmental responsibility on the individual level, that may minimalise the negative impact of an organisation on the environment. The paper shows that the effective strategy of Sustainable Development (SD) should not only be limited to a two-level approach embracing micro- and macro level, but should be also completed by the third – a human being related – dimension that is called in the paper Individual Social Responsibility (ISR).

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