ECOLOGICAL ART PRACTICE IN CONTEMPORARY RUSSIA: ETHICAL AND ECONOMIC ASPECT

Contemporary ecological practices, being a global trend, can be integrated into both artis-tic projects and practical marketing with care for the planet. The growth of eco-consciousness of socie-ty contributes to the development of a new system of consumption management. The article points out the economic aspect of Russian ecological culture, most visible in ecological art-practices, where the boundaries between viewer, consumer and citizen are erased. The development of such creative prac-tices contributes to the creation of communicative platforms that allow to fulfill the socio-cultural po-tential of modern communities. This article discusses the process of developing ecological art-practices, which is research interest to the components that form the state of the society's ecological culture. The correlation between the rise of ecological art-practices and economic strategies aimed at conscious consumers is showed. As a result of the study, it was revealed that ecological art-practices are often characterized by their temporal or local correlation with reality, urgent problems. The use of the term "eco" and its other forms directly affects the estimate of the value status of the thing by the subject, which is in many ways used by the trend of green industrial marketing. Therefore, the prob-lem of how exactly to classify such ecological practices, which reflect different points of view on the development of economy and aestheticization of culture in Russia. After analyzing the present materi-als, it is possible to suggest several leading directions of establishing the concept of ecological practice within the framework of contemporary consumer culture: everyday aesthetics; eco-art work; devel-opment of an event according to the criteria of ecological design; eco-educational program of the pro-ject as a key factor to form a positive attitude to ecological lifestyle.