MANAGING ENVIRONMENTAL SOCIAL RESPONSIBILITY IN CITIES ACCORDING TO THE YOUNG GENERATION.

Objective: The subject matter discussed in the article presents a very important issue regarding the environmental social responsibility of the young generation. The main objective is to assess the awareness and social and environmental activities implemented in Poland in the field of environmental social responsibility. Project/methodology/approach: The objective of the work was achieved through theoretical and practical analysis. The article analyzes the results of the conducted research and compares the authors' own research with national studies on the presented subject matter. Findings: The work indicates similarities and differences relating to environmental social responsibility. During the analysis of the collected materials, it was noticed that there is a high level of knowledge in the field of environmental protection and great opportunities and willingness, especially of the young generation, to implement environmental projects. Limitations/research implications: The subject matter discussed in the article is very important and up-to-date, therefore research in this area should be published. However, research opportunities are limited, and significant changes occur from year to year. Therefore, there is a need to carry out repeated tests and to expand the area covered. The authors plan to continue conducting both domestic and international research, which will increase the knowledge of the investigated subject matter. Practical implications: Due to the information provided in the article, entrepreneurs can find out what the social demand for eco-friendly products and initiatives is. They can use this knowledge to increase competitiveness and acquire new customers. Social implications: The presented research will influence public awareness in the field of ecology and environmental protection. Recipients will learn about the state's capabilities in terms of environmental protection and what actions they can implement in their immediate surroundings. The article will allow the assessment of own attitudes towards natural resources and their protection. Originality/value: The added value of the article is the opportunity to learn about attitudes and social awareness in various regions of Poland. The presented subject matter is up-to-date and very important in terms of future activities and the functioning of future generations in the city. [ABSTRACT FROM AUTHOR]