Abstract:

The initiative of European Union focused on the sustainable product policy is logical consequence of the world initiatives in social responsibility and sustainable development. Generally spoken, we are the first generation to feel the effect of climate change and the last generation who can do something about it. On the one hand, this issue is much wider than only environmentally oriented but on the other hand, environmental social responsibility and sustainability are optimal platform for social responsibility and sustainability in general. Companies should behave environmentally but consumers should be educated to appreciate such an attitude. Thus, corporate social responsibility and social responsibility are immanently connected as well as environmental responsibility and generally responsible behaviour towards next generations. In this aspect, political entities are powerful stakeholders in the creation of public opinion as there are still legal and non-legal tools. Thus, the aim of this paper is to analyse the convergences and divergences in trends among seventeen Sustainable Development Goals in EU Countries based on the Europe Sustainable Development Report 2020. Methodologically, this paper is based on the cluster analysis of secondary data provided in software Marketing Engineering for Excel. Based on the main findings of the research it can be stated that there are relevant divergences among EU member states which are prospective barrier in implementation of single sustainable development policy and social responsibility. Thus, the need of respecting them should be reflected by public opinion building and its systematic shift from the environmental pillar to the complex concept of sustainable development goals.