CONSCIOUS CONSUMPTION: A PATH TO A SUSTAINABLE FUTURE

Ryabova Ekaterina Yurievna

Conscious consumption is today a response to irrational purchases and one of the solutions to the problems of sustainable development in society. A number of studies on conscious consumption have focused on analyzing the gap between the behavior and the actual attitude of ethically responsible consumers. However, no specific solution has been proposed to encourage consumers to do what they say they will do. To complement this practice and improve the quality of companies' offerings, a study was conducted using qualitative methods to identify the factors that hinder or promote conscious consumption.

Keywords:green consumption, innovation, conscious consumption, irrational purchases, risk of social failure, social responsibility, environmental risk, sustainable development.