Responsible Consumption of Clothes: Vegetarians in Saint-Petersburg

The purpose of this paper is to study the responsible consumption of clothing by the example of vegetarians in St. Petersburg. The focus is on the term of responsible consumption and consumers’ practices. In the content, the term is explained, its components are described and the data obtained in practice are compared with the theoretical framework of the study. The main body of the paper includes sociological theories, significant ideas and characteristics of the concept. Empirical data is collected using a leitmotif interview with vegetarians and discourse analysis. The sample consists of 30 respondents selected by snowball method and different groups and blogs in the Net. The results of the research show that respondents who watch their food and are ready to give up eating products of animal origin also pay close attention to clothing. The most common practices are the reduction of consumption, the secondary using of clothing and its processing.