Формирование осознанности и экологичности в поведении потребителей

Ecological awareness and consciousness influence the formation of a new consumer culture, forming a pro-environmental behavior in the public interests of sustainable development. The methodological approach is based on the understanding of conscious consumption practice as the implementation of pro- ecological actions to address the capabilities of an individual. The empirical basis of the study is provided by focus group discussions conducted in autumn 2024 (N1=9, 25–35 years; N2=9; 60–70 years). The paper compares consumer behavior stereotypes revealed in focus groups and statistically significant patterns of consumer behavior according to VCIOM data. The resulting patterns of consumer awareness and sustainability demonstrate low trust in horizontal ties in sustainable behavior domain. Respondents tend to focus on reasonable economizing and shift responsibility. Consciousness and environmental awareness increases with aging