Green consumer culture as a factor of sustainable development of society

Keywords: ecology, environmental culture, ecological crisis, consumer culture, environmental safety, sustainable development, green consumption, education for sustainable development


Insufficient development of the environmental culture of society and the existing consumer culture leads to an aggravation of the ecological situation on the planet. Therefore, increasingtheawarenessandresponsibilityofthemodernconsumersocietycanbeaworthy response to this global challenge. In this regard, the process of forming a green consumer culture and greening public consciousness becomes an important object of research. In turn, this requires a conceptual analysis of the terms of environmental culture and consumer one, the features of their formation and development in society in the context of a sustainable development strategy, as well as the study of their constructive synthesis in the concept of green consumer culture. The authors define green consumer culture as a culture of behavior of an individual and society as a whole, focused on optimizing industrial and household consumer activities, taking into account environmental safety, environmentally and economically balanced value orientations based on the principles of sustainable development. Green consumer culture includes cultural and activity forms of changing the nature of consumption of natural resources, energy, food, transport, industrial and agricultural goods by individuals and society in the direction ofdeveloping environmentally balanced value orientations and behavioral patterns. In particular, this leads to a reduction of wastes. The formation of the green consumer culture of an individual by means of education for sustainable development implies a holistic approach to a human, society and nature, an understanding of the unity of modern scientific knowledge, humanistic and environmental values. The transformation of the consumer culture of an individual and society as a whole involves changing material and spiritual values, knowledge, patterns and norms of consumer behavior in the direction of spreading sustainable and environmentally balanced practices. In the context of educational tasks, this implies creation of conditions for sustainable consumer socialization as a process of developing environmentally responsible skills in order to reduce wastes, taking into account environmental requirements and socio-cultural needs of a sustainable development society. The authors prove that green consumer culture is an important factor in the sustainable development of society, as well as a basis of the modern environmental education and education for sustainable development as a more complex integrated form of obtaining knowledge and mastering the skills of environmentally balanced behavior.

Author Biographies

Olha Y. Vysotska
Communal institution of higher education “Dnipro Academy of Continuing Education” of Dnipropetrovsk Regional Council, Dnipro, Ukraine
Oleksandr Y. Vysotskyi
Oles Honchar Dnipro National University, Dnipro, Ukraine


1. A new decade of action. Accelerating a fair and green economic transformation and recovery from COVID-19. 2021. Retrieved from: public/page_brochure_final_sept21.pdf.
2. Akhtar, R., Sultana, S., Masud, M.M., Jafrin, N., Al-Mamun, A. 2021. Consumers’ environmental ethics, willingness, and green consumerism between lower and higher income groups. Resources conservation and recycling, 168: 105274. DOI: 10.1016/j.resconrec.2020.105274.
3. Arruda, E.J.M., Cardoso, B.L., Barboza, M.N.L. 2017. Motivations behind green consumption and the influence of environmental consciousness on consumer behaviour. International journal of innovation and sustainable development. 2–3, 11, 291–308. DOI:10.1504/ IJISD.2017.10003600.
4. Atfield, R. 1990. Ehtika ehkologicheskoj otvetstvennosti [Ethics of environmental responsibility]. Global problems and universal values. Moscow, 203–258. (In Russian).
5. Baudrillard, J. 2006. Obshchestvo potrebleniya. Ego mify i struktury [Consumer society. His myths and structures]. Moscow. (In Russian).
6. Belyavsky, G. O., Furduy, R. S. 1997. Osnovy ekolohichnykh znan [Fundamentals of environmental knowledge]. Kyiv. (In Ukrainian).
7. Bender, F. L. 2003. The Culture of Extinction: Toward a Philosophy of Deep Ecology Amherst, New York: Humanity Books.
8. Bezin, E. 2019. The economics of green consumption, cultural transmission and sustainable technological change. Journal of economic theory, 181, 497–546. DOI: 10.1016/j.jet.2019.03.005.
9. Boreyko, V.E. 2001. Sovremennaya ideya dikoj prirody [The modern idea of wild nature]. Kyiv. (In Russian).
10. Caliskan, A. 2020. Antecedents of Green Consumerism. Green marketing as a positive driver toward business sustainability, 1–28. DOI: 10.4018/978–1–5225–9558–8. ch001.
11. Commoner, B. 1974. Zamykayushchijsya krug [The closing circle]. Moscow. (In Russian).
12. Danilov-Danil’yan, V.I., Reyf I. E. 2018. The biosphere and civilization: in the throes of a global crisis. New York.
13. Deryabo, S. D., Yasvin, V.A. 1996. Ehkologicheskaya pedagogika i psikhologiya [Ecological pedagogy and psychology]. Rostov-on-Don. (In Russian).
14. Deryabo, S. D., Yasvin, V.A. 1998. Dve modeli ehkologii [Two models of ecology]. Human, 1, 34–40. (In Russian).
15. Forrester, J.W. 2018. World dynamics. 2nd edition. Albany, NY: System Dynamics Society.
16. Fromm, E. 1998. Dusha cheloveka [The soul of man]. Moscow. (In Russian).
17. Fukuoka, M. 1978. The One-Straw Revolution, Holistic Agriculture Library, United States: Rodale Books.
18. Halder, P., Hansen, E.N., Kangas, J., Laukkanen, T. 2020. How national culture and ethics matter in consumers’ green consumption values. Journal of cleaner production, 265:121754. DOI: 10.1016/j.jclepro.2020.121754.
19. He, L.M., Filimonau, V. 2020. The effect of national culture on pro-environmental behavioural intentions of tourists in the UK and China. Tourism management perspectives, 35: 100716. DOI: 10.1016/j.tmp.2020.100716.
20. Higgins, R. 1990. Sed’moj vrag. Chelovecheskij faktor v global’nom krizise [The seventh enemy. The human factor in the global crisis]. Global problems and universal values. Moscow, 26–75. (In Russian).
21. Holzer, S. 2004. The rebel farmer. Graz: Stocker.
22. Ignatova, V.A., Ignatov, S.B., Pozigun, Y.A., Trushnikov, D.Y. 2010. Formirovanie cennostnogo otnosheniya uchashchikhsya k prirode v usloviyakh integracii obshchego i dopolnitel’nogo obrazovaniya [Formation of students’ value attitude to nature in the conditions of integration of general and additional education]. Monograph. Retrieved from: trushnikow_d_j/text_0110.shtml. (In Russian).
23. Ilyin, V.I. 2008. Potreblenie kak diskurs [Consumption as a discourse]. St. Petersburg. (In Russian).
24. Jacobus, R. J. 2004. Understanding environmental theology: A summary for environmental educators. The Journal of Environmental Education, 35(3), 35–42.
25. Jonas, H. 1984. The imperative of responsibility: in search of an ethics for the technological age / Hans Jonas; translated by Hans Jonas, with the collaboration of David Herr. Chicago: University of Chicago Press.
26. Kagan, M.S. 1994. Chelovecheskaya deyatel’nost’ [Human activity]. Moscow. (In Russian).
27. Kardiner, A. 1945. The concept of basic personality structure as an operational tool in the social Sciences. The Science of man in the world crisis ed. by R. Linton. New York.
28. Katz, E., Light, A., et al. 2000. Beneath the Surface: Critical Essays in the Philosophy of Deep Ecology Cambridge, Mass.: MIT Press.
29. Kropotkin, P.A. 1991. Ehtika [Ethics]. Moscow. (In Russian).
30. Krysachenko, V. S. 2020. Ekolohichna kultura [Environmental culture]. Retrieved from php?id=1131. (In Ukrainian).
31. Le, A.N.H., Tran, M.D., Nguyen, D.P., Cheng, J.M.S. 2019. Heterogeneity in a dual personal values- dual purchase consequences-green consumption commitment framework. Asia pacific journal of marketing and logistics, 2, 31, 480–498. DOI: 10.1108/ APJML-12–2017–0303.
32. Leopold, A. 2013. A Sand County almanac & other writings on ecology and conservation. New York.
33. Levelock, T.E. 1990. Hands up for the Geia hypotesis. Nature, 344 (6343), 100–102.
34. Lorenz, K. 1998. Oborotnaya storona zerkala [The reverse side of the mirror]. Moscow. (In Russian).
35. Mankovskaya, N.B. 1992. Ehkologicheskaya ehstetika za rubezhom [Ecological aesthetics abroad]. Philosophical Sciences, 2, 16–31. (In Russian).
36. Markaryan, E.S. 1981. Principy samoorganizacii i integracii vzaimodejstviya obshchestvennykh, prirodnykh i tekhnicheskikh nauk [Principles of self-organization and integration of interaction of social, natural and technical sciences]. Methodological problems of interaction of social, natural and technical sciences, 225–280. Moscow. (In Russian).
37. Marx, K. 1974. Ehkonomichesko-filosofskie rukopisi 1844 goda [Economic and philosophical manuscripts of 1844]. Marx, K., Engels, F. Works, V.42, 41–174. Moscow. (In Russian).
38. Maslow, A.H. 1999. Motivaciya i lichnost’ [Motivation and personality]. St. Petersburg. (In Russian).
39. Mayer-Abih, K.M. 2004. Povstannia na zakhyst pryrody: vid dovkillia do spilnosvitu [An Uprising for Nature protection. From the Environment to the Common World]. Kyiv. (In Ukrainian).
40. Meadows, D.L. 1995. Predely rosta [Limits of growth]. Bulletin of the Moscow University, 12, 5, 64–76. (In Russian).
41. Mezhzherin, V. 2002. Chelovek ehkologicheskij [Human ecological]. Mirror of the week. 23 Aug.-1 Sep., 32, p.11. (In Russian).
42. Moiseev, N.N. 1997. Koehvolyuciya prirody i obshchestva. Puti noosferogeneza [Coevolution of nature and society. Ways of noospherogenesis]. Ecology and life, 2–3, 4–7. (In Russian).
43. Naidoo, V., Verma, R. 2020. The green consumer behavior. Green marketing as a positive driver toward business sustainability, Hershey. 29–46. DOI: 10.4018/978–1– 5225–9558–8.ch002.
44. Ocherki po istorii ehkologii [Essays on the history of ecology]. 1970. Moscow. (In Russian).
45. Ogiemwonyi, O., Bin Harun, A., Alam, M.N., Karim, A.M., Tabash, M.I., Hossain, M.I., Aziz, S., Abbasi, B.A., Ojuolape, M.A. 2020. Green product as a means of expressing green behaviour: A cross-cultural empirical evidence from Malaysia and Nigeria. Environmental technology & innovation, 20: 101055. DOI: 10.1016/j. eti.2020.101055.
46. Peccei, A. 1977. The Human Quality. Oxford; New York: Pergamon Press.
47. Perera, C.R., Hewege, C.R., Mai, C.V.C. 2020. Theorising the emerging green prosumer culture and profiling green prosumers in the green commodities market. Journal of consumer behaviour, 4,19, 295–313. DOI: 10.1002/ cb.1807.
48. Pestel, E. 1988. Za predelami rosta [Beyond growth]. Moscow. (In Russian).
49. Rahman, S.U., Luomala, H. 2021. Demystifying Horizontal/ Vertical Cultural Difference in Green Consumption: A Cross-Cultural Comparative Study. Journal of international consumer marketing, 5 (33), 543–548. DOI: 10.1080/08961530.2020.1857669.
50. Reimers, N.F. 1992. Nadezhdy na vyzhivanie chelovechestva. Konceptual’naya ehkologiya [Hopes for the survival of mankind. Conceptual ecology]. Moscow. (In Russian).
51. Reimers, N.F. 1994. Ehkologiya. Teorii, zakony, pravila, principy i gipotezy [Ecology. Theories, laws, rules, principles and hypotheses]. Moscow. (In Russian).
52. Rolston, H. III. 1990. Sushchestvuet li ehkologicheskaya ehtika? [Is there an ecological ethic?]. Global problems and universal values. Moscow, 258–288. (In Russian).
53. Ruse, M. 1989. Ehvolyucionnaya ehtika: zdorovaya perspektiva ili okonchatel’noe odryakhlenie [Evolutionary ethics: a healthy perspective or final senility?]. Questions of philosophy, 8, 34–51. (In Russian).
54. Ruse, M. and Wilson, E. Darvinizm i ehtika [Darwinism and Ethics]. Questions of philosophy, 1, 94–108. (In Russian).
55. Saleem, M.A., Eagle, L., Yaseen, A., Low, D. 2018. The power of spirituality: Exploring the effects of environmental values on eco-socially conscious consumer behaviour. Asia pacific journal of marketing and logistics, 4, 30, 867–888. DOI: 10.1108/APJML-10–2017–0259.
56. Seminozhenko, V. P. Kanilo, P. M., Ostapchuk, V. M., Rovensky, O. I. 2003. Enerhiia. Ekolohiia. Maibutnie [Energy. Ecology. The future]. Kharkiv. (In Ukrainian).
57. Sun, Y., Li, T.S., Wang, S.Y. 2021. “I buy green products for my benefits or yours”: understanding consumers’ intention to purchase green products. Asia pacific journal of marketing and logistics. (Nov.). DOI:10.1108/ APJML-04–2021–0244.
58. Sun, Y., Wang, S.Y. 2020. Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia pacific journal of marketing and logistics, 4, 32, 860–878. DOI: 10.1108/ APJML-03–2019–0178.
59. Tran, T.T.H., Paparoidamis, N.G. 2020. Eco-Innovations in Global Markets: The Effect of Ecological (In) Congruence on Consumers’ Adoption Intentions. Journal of international marketing, SI, 3,28, 64–83. DOI: 10.1177/1069031X20920869.
60. Velik, L.L., Reznik Y. M. 1998. Sociokul’turnaya antropologiya (istoriko-teoreticheskoe vvedenie). [Sociocultural anthropology (historical and theoretical introduction)]. Moscow. (In Russian).
61. Vernadsky, V.I. 1989. Biosfera i noosfera [Biosphere and noosphere]. Moscow. (In Russian).
62. Vernadsky, V.I. 1990. Nauchnaya mysl’ kak planetnoe yavlenie [Scientific thought as a planetary phenomenon]. Moscow. (In Russian).
63. Vysotska, O. Y. 2011a. Osvita dlia staloho rozvytku: naukovo- metodychnyi posibnyk [Education for Sustainable Development: a scientific and methodological guide]. Dnipropetrovsk. (In Ukrainian).
64. Vysotska, O. Y. 2011b. Protses indyvidualizatsii yak vyznachalna tendentsiia u suchasnomu suspilstvi [The process of individualization as a defining trend in modern society]. Philosophical problems of education, 2, 13–24. (In Ukrainian).
65. Vysotska, O. Y. 2012a. Vyperedzhaiucha osvita dlia staloho rozvytku: metodolohiia, metodyka, tekhnolohii: naukovo-metodychnyi posibnyk [Advanced education for sustainable development: methodology, methodic techniques, technologies: scientific and methodological guide]. Dnipropetrovsk. (In Ukrainian).
66. Vysotska, O. Y. 2012b. Etyka vzaiemodii suspilstva z pryrodoiu: moralno-tsinnisni osnovy ekolohichnoi kultury [Ethics of interaction of society with nature: moral and value foundations of environmental culture]. Dnipropetrovsk. (In Ukrainian).
67. Vysotska, O. Y. 2012c. Symvolichne spozhyvannia u suspilstvi Postmodernu: zmist ta vytoky fenomenu [Symbolic consumption in the postmodern society: content and origins of the phenomenon]. Gileya, 68 (12), 333–340. (In Ukrainian).
68. Vysotska, O. Y. 2013. Ekolohichna etyka: osnovni problemy interpretatsii [Ecological ethics: the main problems of interpretation]. Gileya, 71 (4), 436–443. (In Ukrainian).
69. Vysotska, O., Rieznikov, S., Rohova, E., Vysotskyi, O., Vatkovska, M. 2021. Philosophy and Practice of Education for Sustainable Development in Ukraine: On the Example of Secondary Education in the Dnipropetrovsk Region. European journal of sustainable development, 2, 10, 256–266. DOI: 10.14207/ejsd.2021. v10n2p256.
70. White, L. 1990. Istoricheskie korni nashego ehkologicheskogo krizisa [The historical roots of our ecological crisis]. Global problems and universal values. Moscow, 188– 202. (In Russian).
71. Zelenkov, A.I., Anokhina, V.V., Antonovich, N.A., Vitchenko A. N. et al., 2011. Ustojchivoe razvitie i social’no-ekologicheskie parametry kachestva zhizni [Sustainable development and socio-ecological parameters of quality of life]. Minsk. (In Russian).
How to Cite
Vysotska, O., & Vysotskyi, O. (2022). Green consumer culture as a factor of sustainable development of society. Journal of Geology, Geography and Geoecology, 31(1), 171-185.