The article presents the relationship between 'gender' of societal culture and sustainability. The correlation of both factors suggests that the so called 'masculine' cultures are generally characterized by the lower indexes of environmental sustainability.The concept of double role of every person – as consumer and citizen – is also presented in the paper. Being consumer means first of all the fullfilment of individual needs; being citizen means achieving societal goals first. Sustainability seems to be strongly connected with the role of citizen. Therefore creating more sustainable attitudes of consumers depends on developing consumer citizenship society.
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