INFLUENCE OF RESPONSIBLE CONSUMPTION FACTORS ON CONSUMER PRACTICES OF OMSK POPULATION

The article describes the socio-economic reasons for the formation of a consumer society and the emergence of the concept of responsible consumption. Responsible consumption models are considered — “weak/reformist” and “strong/revolutionary”. Differences in the culture of consumption in Western countries and the USSR are analyzed. The key factors of responsible consumption are systematized: ecological, social, ethical, rational, and an empirical model for their study is proposed. In the measurement model used, 12 indicators are distinguished, reflecting the influence of four main factors that shape responsible consumption practices. The main strategies for responsible consumption of Omsk residents and the conditions that determine the formation of social practices corresponding to them are singled out. The article is based on the data of a sociological study conducted in Omsk in 2022. The study sample is a quota, representing the population of the city by sex and age, 384 people. Data collection was carried out in crowded places. Data analysis was carried out using SPSS software using frequency analysis and contingency tables. Significance and significance of differences were assessed using the chi-square and V-Kramer tests. An analysis of the results obtained shows that the motives for responsible consumption are not predominant in the consumer practices of Omsk residents. Respondents who follow the norms of responsible consumption are guided by rational and environmental factors, reproducing the model characteristic of the Soviet period, only young people are more sensitive to ethical and social factors, which is typical for responsible consumption practices in Western countries. The predominance of existing practices of selfrestriction in consumption is largely due to the low income of the respondents.

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