Social responsibility concept implies responsible company's attitude towards society, where this relationship is based on respecting comprehensiveness of the social, ethic, ecological and economic values whose are important for making decisions. By respecting socially responsible business organizations contribute to the better working environment, environmental protection and better society in whole. Socially responsible business also implies company's ethical and responsible behavior towards all the stakeholders. Harmonization of economic responsibility with the social responsibility implies significant challenge of contemporary management and this is also precondition for company's existence and success. Subject of research is social responsibility concept analysis in the Republic of Serbia for improving business and promotion of the social responsibility concept. Investment in activities of social responsibility is investment in the present but also in the future too, because those activities are basis of sustainable development. The goal of research is to determine presence of social responsibility concept in the consciousness of population, based on empirical research.

Marko Todic and Aleksandar Milosavljevic hold master degrees at the Faculty of Economics, University of Pristina, Kosovska Mitrovica. Both authors completed international student mobility at the University of Belgorod (Russian Federation, 2016). They participated in numerous student competitions, seminars, congresses and scientific conferences.