Theoretical and empirical aspects to shape sustainable consumption practices

The relevance of the study lies in the increasing trend of sustainable consumption, which is a complex phenomenon that is difficult to conceptualize and operationalize. The aim of this article is to theoretically explore sustainable consumption from a multi-disciplinary perspective, drawing on the works of both Russian and international authors. We aim to understand the essence and content of this concept, and to investigate the influence of factors such as age and income on participation in sustainable practices. Research methods: we have conducted a survey among residents of Russian cities, including St. Petersburg, Kaliningrad, Krasnoyarsk, Tomsk, Novosibirsk, and Yekaterinburg. The survey was conducted online using YandexForms, and a sample of 249 respondents aged 18 and over was randomly selected. The lack of a universally accepted model for sustainable consumption is due to the complexity and diversity of the concept. However, our study aims to contribute to the ongoing discussion by providing a theoretical framework and empirical insights into this important area of study. In order to create a comprehensive understanding, it is essential to synthesize ideas from various scientific fields, such as sociology, economics, psychology, philosophy, and anthropology, among others. As a result, the theoretical aspects of sustainable consumption have been the subject of extensive debate. Generally, in academic literature, sustainable consumption is understood as a broad definition that encompasses various aspects of sustainable development aligned with the UN Sustainable Development Goals. The study's findings did not reveal a statistically significant correlation between income level, age, and consumers' engagement in sustainable practices. Spearman's correlation analysis indicated that neither income nor age were reliable predictors of involvement in resource conservation, separate waste collection, recycling, purchasing eco-friendly products, supporting local businesses, using reusable containers, or participating in environmental initiatives. The results suggest that it is necessary to reconsider traditional approaches to consumer segmentation in the context of sustainable development. Rather than focusing solely on socio-demographic factors such as income and age, it would be beneficial to explore other aspects that influence consumer behavior in relation to sustainability. These could include values, beliefs, motivations, knowledge of environmental issues, and awareness of individual responsibility for addressing them. Despite the limitations of this pilot study and the specific sample group (mostly students), the findings suggest that sustainable consumption is not limited to a specific age or income bracket. Further research using larger and more diverse samples and employing qualitative methods, such as in-depth interviews, will provide a better understanding of the motivations and barriers to engaging in sustainable practices. This will help to develop more effective strategies for encouraging sustainable consumption and promote positive change. The authors declare no conflicts of interests.

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