АКТИВІЗАЦІЯ РОЗВИТКУ УСВІДОМЛЕНОГО СПОЖИВАННЯ В КОНТЕКСТІ СОЦІАЛЬНО-ЕТИЧНОГО МАРКЕТИНГУ

Abstract

The study is devoted to the analysis of the essence of conscious consumption, its level in Ukraine and the world, and the analysis of the determinants of the development of the concept of conscious fashion in the context of social and ethical marketing. In the economic complex of developed countries, on the one hand, the fashion industry occupies a significant share in consumer spending, employment, and the volume of direct investments, and on the other hand, it is in second place in terms of harmful effects and environmental pollution. The environmental and social aspects of the fashion industry force businesses to follow the trends of conscious fashion, the purpose of which is to be responsible for the environment and make thoughtful purchases. Authors describe the basic principles of the concept of responsible consumption and production. A worthy alternative to mindless and uncontrolled consumption is customization, which is developing as the opposite of globalization and depersonalization of individuality. In addition, sites that offer a mutual exchange of used clothing are growing in popularity around the world. Sustainable fashion is a concept that implies a more holistic approach to fashion, a slower pace of production and consumption. The article defines the conceptual foundations of the modern phenomenon of sustainable fashion and characterized the main segments of the sustainable fashion market. Conscious fashion in Ukraine is still far from developed, due to the lack of certified production recognized by international standards, but in Ukraine there is a large practice of realizing the concept of conscious consumption through platforms for the sale and exchange of old things. Authors emphasize that an important direction of conscious consumption is the wider implementation of alternative sources of raw materials, and the strengthening of the concept of conscious consumption is greatly facilitated by social media, which are becoming indispensable marketing tools for sharing brand stories, creating communities and selling/buying fashion goods. An important aspect of social and ethical marketing in the fashion industry is that the concept of sustainable fashion is supported by government initiatives around the world that are certainly changing the landscape of the industry. It is important that social and ethical marketing becomes the norm of activity on the market, and not just an innovative direction. Modern marketing communications should be aimed not only at maximizing profits, but also at promoting the education of a responsible consumerism. In turn, an educated and conscious consumer will be an active player of the market and will stimulate producers to social and ethical responsibility.