In this paper the authors study the boundedness for a large class of sublinear operators Tα, α ∈ [0, n) generated by Calderón-Zygmund operators (α = 0) and generated by Riesz potential operator (α > 0) on generalized Morrey spaces Mp,ϕ. As an application of the above result, the boundeness of the commutator of sublinear operators T b,α , α ∈ [0, n) on generalized Morrey spaces is also obtained. In the case b ∈ BM O and T b,α is a sublinear operator, we find the sufficient conditions on the pair (ϕ1, ϕ2) which ensures the boundedness of the operators T b,α , α ∈ [0, n) from one generalized Morrey space Mp,ϕ 1 to another Mq,ϕ 2 with 1/p − 1/q = α/n. In all the cases the conditions for the boundedness are given in terms of Zygmund-type integral inequalities on (ϕ1, ϕ2), which do not assume any assumption on monotonicity of ϕ1, ϕ2 in r. Conditions of these theorems are satisfied by many important operators in analysis, in particular, Littlewood-Paley operator, Marcinkiewicz operator and Bochner-Riesz operator.Mathematics Subject Classification (2010). Primary 42B20, 42B25, 42B35.