MARKETING STRATEGY FOR PROMOT-ING RESPONSIBLE CONSUMPTION

The impact of current consumption and production trends occurring around the world highlight the need to move towards responsible consumption as a key element of sustainable development. As a society, being a responsible consumer means un-derstanding that there is a power to help consumers change the world through the choices they make every day. Aimed at promoting responsible consumption, the concept aims to influence the behavior of producers, distributors and retailers and encourage decision-makers to implement policies that protect the environment and citizens' rights. The phenomenon of the sharing economy as a socio-economic model based on the principles of participa-tion, collaboration and responsible con-sumption has inexhaustible potential for solving a number of pressing economic and social problems and reflects current eco-nomic trends. The article analyzes the mar-keting aspects of the popularization of re-sponsible consumption and concludes that the popularization of the environmental di-mension of responsible consumption by business is largely aimed not at solving social or environmental problems, but is part of the advertising activities of business entities based on sensory marketing tools.