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Social and environmental issues that are imposed on companies in contemporary business in the upcoming period will turn out to be a great challenge for all economies. Environmental protection becomes an essential precondition for gaining the sustainable competitive advantage and integral part of proactive managing of companies. New tendencies in businesses have significant impact on the need for building stronger relationships and partnerships with all stakeholders which creates the complex entity, with the common goal of achieving a global impact on all aspects of human life. The research presented in this paper was carried out in Russia and Serbia. It is about attitudes of employees over the business' justification of implementation of the environmental activities within the new business agenda called" sustainability". For the collection of data, the structured questionnaires are used and data analysis was conducted by applying SEM (Structural Equation Modeling) methodology. Results show that environmental activities implemented as a part of sustainable management positively influence the parameters of companies’ success.