Tools to Promote the Practice of Zero Waste in the Russian Market

Today, the problem of recycling production and consumption waste is on the first place in the list of global problems of mankind. Zero Waste - the concept of zero waste, allows you to restore the normalization of waste and disrupt the dominant system - a society with the ideology of "throwaway living" as a relatively recent socio-economic structure that can and should be recycled. This work is devoted to the study of the prevailing communication tools in promoting the practice of Zero Waste in Russia. The research problem is that the choice of the prevailing communication tools for promoting Zero Waste at the moment does not fully take into account the specifics of environmental communication and the differentiated perception preferences of various target audiences. The study is based on a case study, 5 expert interviews and a sociological survey. As a result of the study, successful communication tools were identified to promote the practice of Zero Waste in the Russian market.