Study of Conscious Consumption Practices Among Generation Z

In an actively developing world full of information, it is very important to convey the seriousness of the problem at all stages of human personality development. There is a need to focus and increase attention to environmental education in the modern system from the early stages in order to develop awareness and responsible attitude towards the resources of nature. Conscious consumption means avoiding harm to the environment and minimizing social costs through a conscious approach to the use of goods and services. The purpose of this study is to identify the prevalence of conscious consumption practices among generation Z consumers and the factors that influence their formation. SC (sustainable consumption) practices were identified based on the analysis of empirical research, and in the context of this work, we refer to them the following practices: separate collection and sorting of waste, "zero waste", minimizing the use of plastic, minimalism in consumption (giving things for recycling / resale, buying only the required amount of food), rational consumption of energy and water resources. The object of the research is the behavior of representatives of generation Z at the age from 14 to 25 years. The subject of the research is the practices of conscious consumption of generation Z and the factors affecting their prevalence. The theoretical significance of this study lies in the versatility of methodological provisions and recommendations that can be applied by various companies in related areas of activity. The results of the study expand and deepen the existing theoretical work in the field of research on the practices of the SC and the motivations of a specific target group. The practical significance of the work also lies in the universality of recommendations for the development of marketing communications aimed at adolescents in order to increase knowledge about the practices of conscious consumption and their effective application. The research results can also be applied in the formation of programs and projects to improve and develop educational and educational projects in the field of ecology, including those implemented by companies that share the principles of sustainable development and responsible production.