Patterns of responsible consumption

Purpose: to identify patterns of responsible consumer behavior within Sustainable Development Goals (SDG 12), recognized and shared by young consumers in Russia.Methods: the article uses analysis, synthesis, systematization, generalization, analysis of scientific publications and online survey. According to the keywords of scientific publications for 2018-2022, a list of patterns of responsible consumption was selected from the bibliometric systems ScienceDirect and e-library, which were then used for an online survey of 600 young active consumers about their understanding of and attitude to responsible consumption.Results: the analysis of concepts related to the Sustainable Development Goals, first of all, SDG 12, is carried out: sustainable, ethical, ecological, green, and responsible consumption, anti-consumption, and their interrelationships. The patterns of responsible behavior were identified: economical use of available resources (water, electricity), limitation of the purchased products, participation in products secondary use and sharing, waste disposal, product selection or refusal to use basing on the environmental impact. The most common form of responsible consumption is patterns associated with saving resources and reusing things. The example of other consumers is a more effective incentive than propaganda and information from manufacturers and media. Among the barriers to responsible consumption, economic factors, or the need to make additional efforts are most often mentioned.Conclusions and Relevance: the main driver of responsible consumption is saving, limiting unnecessary spending. Among the forms of responsible consumption, those associated with saving of resources and limiting the number of purchased goods prevail. Consumers are not ready to pay more for responsible consumption - the increase in costs is the main barrier. Consumers are willing to exercise responsible consumption if this helps reduce costs by consuming fewer resources and make purchases at affordable price.