CREATING PRO-ENVIRONMENTAL CONSUMER BEHAVIOR USING MOBILE MARKETING TOOLS

The article addresses the issue of environmental awareness among modern consumers. The aim of the study is to analyze the usefulness of mobile applications used in pro-environmental activities as tools for communication and promotion. The study has a review-empirical character. In its preparation, literary sources, internet websites and research findings from professional agencies were used. The applied research methods include a literature review to formulate the research problem and case studies of selected mobile applications that may contribute to solving environmental issues such as food waste, mass clothing production, and lack of waste segregation. The conclusion indicates the effectiveness of mobile applications in raising environmental awareness and, consequently, shaping consumer behavior in accordance with the concept of sustainable development.