A MODEL OF THE FACTORS OF SUSTAINABLE CONSUMER BEHAVIOR CHANGE: OBJECTIVE COMPONENTS AND IMPORTANT INTERSECTIONS

Abstract The article highlights the important role of consumer demand management in stimulating sustainable consumption and examines effective approaches to changing consumer behavior towards sustainability. The authors review existing research in the field of marketing and behavioral psychology, exploring various approaches to conceptualizing and motivating changes in consumer habits. In the course of the review, the authors consider a comprehensive scheme for conceptualizing and stimulating changes in consumer behavior. This system is represented by the abbreviation SHIFT, which identifies five key factors influencing environmentally responsible behavior: social influence, habit formation, individual self, feelings and cognition, as well as tangibility. These factors are considered as important tools for motivating consumers to engage in sustainable behavior. The authors emphasize that, despite the positive attitude of many consumers towards environmental behavior, they do not always demonstrate it in practice. This discrepancy between intentions and actual actions is one of the main problems for marketers, government agencies, and organizations involved in promoting sustainable consumption. The article explores the causes of this "gap" and suggests ways to overcome it through the use of the SHIFT system. The key challenges of sustainable consumption are also considered, including a compromise between personal interests and the well-being of others, long-term prospects, the need for collective efforts and overcoming the problem of abstraction. Special attention is paid to social norms, the formation of habits and the meaning of personal identity, as well as the possibilities of stimulating sustainable behavior through the symbolic meaning of products. The article provides practical recommendations for marketers, policy makers, and organizations aimed at changing consumer behavior in an environmentally responsible manner.