Green consumer culture as a factor of sustainable development of society

A person learns culture throughout life in a certain social environment. In the course of this process, the animal core of an individual is socialized, accepts the framework of norms, values and means of communication accepted in this socio-cultural field. Similarly, the process of assimilation of consumer culture is the process of socialization of the consumer. Socialization is a creative process in which an individual selects from the offered cultural assortment what suits him, discarding unnecessary things. Therefore, socialization has an individualized form of manifestation.

The problem of forming a consumer culture of the individual is becoming particularly relevant in the context of the global spread of mass culture. Objective and subjective factors influence its formation. Objective factors are the country's economic system and mentality. Subjective factors are the level of a person's knowledge of economic and consumer knowledge. Modern cultural development has positive changes, including the creation of favorable conditions for an expanded dialogue of cultures, tolerant relations, and the expansion of the sphere of services and goods. Therefore, there is a need for consumer education of young people, namely, the formation of consumer culture, starting from school or even from kindergarten and home education.

Consumer education as an integral subsystem of the general culture of a person is an integral part of schoolar education and personal upbringing. The formation of consumer culture of an individual as one of the aspects of economic education and the development of the basic culture of a person is a reflection of the transition to personality-oriented education, which ensures the unity and connection of the socio-cultural and economic space and the development of personality.

Consumer culture involves the development of mental, value-normative and behavioral characteristics of an individual in the field of consumer behavior. Purposeful development of consumer culture is possible through training, in which the potential opportunities of educational practice are used and manifested in structuring educational material, in expanding the content and functionality of academic subjects, establishing intersubject coordination, continuity and profiling of training.

The formation of the foundations of consumer culture can be carried out in the following two ways: 1) the implementation of general education and training of the child at any stage of development in the family, school, daily activities through the saturation of the content of its internal culture, the crystallization of value attitudes, knowledge and skills of eco-balanced behaviors; 2) training in elective courses or courses of choice (Vysotska, 2012a).

Results

Having analyzed the phenomenon of green consumption and its varieties in the context of theories of the development of society, we can conclude that the nature of consumption is the cause and condition of the crisis of personality, society and nature. The formation of a holistic model of society development is possible only within the framework of the model of sustainable economic, environmental and social development as a systematic approach to changing the strategies of economic relations, production, methods of environmental management and household consumer behavior of a person. Accordingly, the formation of a green consumer culture is possible on the basis of taking into account new trends in consumption, namely, changes in the consumption patterns of natural resources, energy, food, transport, industrial goods and agriculture. This implies an attitude to the consumption process as a whole in the context of the development of ethical, value and environmentally friendly behaviors.

Consumption is a complex social, economic, cultural and educational phenomenon. The state of the economy, the level of production, and the system of individual and collective values that exist in a particular culture determine the nature of the historical development of specific forms of consumption.

Consumer culture gives objects of the natural world a peculiar symbolic meaning. This allows a person to create relationships with other people and the environment, as well as design and build their own life. Consumer culture reflects the needs and requests of the consumer. It has an iconic character and encourages the creation of a cultural world.

The formation of a green consumer culture of an individual has an important ideological and social significance. Green consumer culture is an integrated concept that has emerged as a result of the crisis of an industrial type of civilization, the deterioration of the environmental situation and the need to build a new social, economic and environmental policy of consumption, which is based on a model of balanced (sustainable) development. Green consumer culture should be considered as an integral social phenomenon of human existence, as a certain socio-natural integrity in the system of social life.

Green consumer culture is formed as a specific subsystem of society, acting specifically as a historical manifestation of the process of society and nature coevolution. Green consumer culture is designed to characterize environmentally and consumer-balanced ways of interaction not only with the natural, but also with the socio-cultural environment, so it plays an integrative role in the interrelationships and interaction of material and spiritual cultures.

The mass consumption society assumes that all members of society participate in the process of consumption, as well as various mechanisms are involved to stimulate consumer needs through the influence of mass media, advertising, fashion, imposing appropriate value and symbolic meanings and behaviors. Consumer culture is created and supported by the entire complex of economic and socio-political mechanisms as a form of regulating human behavior and employment in the economic sphere. A common feature of the consumer society is its focus on excessive consumption. The globalization of consumption leads to the formation of global consumerism, which changes the system of consumer standards and cultural values.

The current model of excessive consumption threatens traditional national consumer practices and, in general, destructively affects the integrity of the global community and the environment. Transformation of the consumer culture of the individual involves changing material and spiritual values, knowledge, patterns and norms of consumer behavior in the direction of spreading sustainable and eco-balanced practices. In the context of educational tasks, this implies creating conditions for sustainable consumer socialization as a process of forming skills for rational purchase and use of goods and services, taking into account environmental requirements and socio-cultural needs of a sustainable development society.

Understanding consumer culture from the cultural approach point of view allows to consider it from the cultural content point of view as an important component of the general culture of the individual. The activity-based approach to the analysis of consumer culture reveals the content of sustainable consumption practices within the framework of the concepts of sustainable development and “green economy”, which include sustainable consumption of food, energy and other natural resources, sustainable transport, sustainable housing, organic agriculture and permaculture, green consumption and ethical consumption.

Sustainable consumption is also basic for green consumer practices. It provides for such an adjustment of the individual and society as a whole to the consumption of goods and services that meets urgent needs and ensures a better quality of life. In addition, such consumption is accompanied by a reduction in the use of natural resources and hazardous substances, reducing waste to a minimum throughout the life cycle, so that there is no danger to meet the needs of future generations.

In this regard, education for sustainable development of the XXI century acts as a technology for forming an ecological consumer culture to achieve sustainable development in society. Previously, culture, as a human creation, contrasted itself with nature. Green consumer culture should become a way of harmonious combination of man with nature based on deep knowledge and understanding of modern nature. Green consumer education as an aspect of education for sustainable development is one of the most effective means of creating a green consumer culture. Therefore, it should be an integral part of socialization and the education system in order to form a sustainable development society.

The main result of introducing education for sustainable development is the development of socially significant activities aimed at harmonizing relations with the environment. The formation of a green consumer culture within the framework of education for sustainable development implies an individual's understanding of the need not only for socioeconomic, but also for ecological changes that meet environmental requirements. Environmental education acquires an innovative function in the assimilation of new value-normative relations that will allow us to overcome human alienation from nature and learn the environmental imperatives of sustainable development.

Education for sustainable development as an integrated form of education involves focusing on problematic, situational approaches to learning, moving away from abstract and moving to real, vital knowledge, active forms of learning. Constant and systematic acquisition of green consumer knowledge affects the development of an adequate and competent behavior in the process of consuming goods and services.

In the conditions of modern development of society, the formation of the foundations of green consumer culture in educational institutions should be associated with the assimilation of socially significant values and social attitudes, with the construction of a new value system for the functioning of society, with the harmonization of relations with the environment. The main condition for such harmonization is the correlation of individual needs with the requirements of the environment - natural and social.

Discussion

Modern scientific literature does not pay enough attention to the study of the role and essence of green consumer culture as an integral phenomenon and an important factor in the formation of a sustainable development society. Therefore, A. Caliskan, considering green consumption, does not define the concept of green consumer culture. At the same time, he defines consumer culture as a determinant of marketing strategies, and not an object for change (Caliskan, 2020). V. Naidoo and R. Verma, analyze green consumer behavior as a basis for profit and competitive advantages of producers of green products, but they miss culture from their analysis (Naidoo and Verma, 2020). E. Bazin justifies the great importance of green consumer culture in the transformation of modern societies and overcoming the consequences of pollution associated with economic development. At the same time, the scientist does not define the concept of green consumer culture (Bazin, 2019). In general, we can state that the authors of the works underestimate the definition of the essence, the means of forming a green consumer culture, as well as its impact on the formation of a sustainable development society. We cannot agree with the authors who tend to associate the green consumer culture with the national culture of geographical regions and countries (Ogiemwonyi et al., 2020; Tran and Paparoidamis, 2020; He and Filimonau, 2020; Perera, Hewege, Mai, 2020). According to our reasoned position, green consumer culture is the result of educational and propaganda technologies that states provide in their political strategy for the formation of a sustainable development society.

Conclusion

Based on the comparison and synthesis of the concepts of environmental and consumer culture, the following definition can be formulated. Green consumer culture is a culture of behavior of an individual and society as a whole, which is 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.

The formation of a green consumer culture is of great practical importance. Green consumer culture is an integrated concept that has emerged as a result of the crisis of an industrial type of civilization, the deterioration of the environmental situation and the need to build a new social, economic and environmental policy of consumption, which is based on a model 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 of developing environmentally balanced value orientations and behavioral patterns. The formation of a green consumer culture of the individual by means of education for sustainable development implies a holistic approach to human, society and nature, an understanding of the unity of modern scientific knowledge, humanistic and environmental values.

Consumption is a complex of social, economic, cultural and educational phenomenon. The nature of the historical development of specific forms of consumption, the peculiarities of consumer behavior are largely determined not only by the state of the economy, the level of production, but also by the corresponding system of individual and collective values that exist in a particular culture. The culture of consumption reflects the needs and requests of the consumer, has an iconic character and encourages the creation of a world of culture.

The culture of consumption is created and supported by the entire complex of economic and socio-political mechanisms as a form of regulating human behavior and employment in the economic sphere. A common feature of the consumer society is its focus on excessive and deformed consumption. The globalization of consumption leads to the formation of global consumerism, which changes the system of consumer standards and cultural values. Such types of consumerism as excessive consumption, commodification, branding, co-optation, oniomania or shopaholism pose a threat to traditional national consumer practices and destructively affect the integrity of the global community and the environment.

The transformation of the consumer culture of the 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 creating conditions for sustainable consumer socialization as a process of forming skills for rational purchase and use of goods and services, taking into account environmental requirements and socio-cultural needs of a sustainable development society.

Green consumption provides society with the opportunity to meet its needs, while efficiently and economically using natural resources and preserving the environment for future generations. In this regard, green consumer tourism is an important factor in the formation of a sustainable development society.

The formation of a sustainable development society implies the unity and integration of its economic, social and environmental components. The economic component provides for optimal use of natural resources and environmental technologies, creation of environmentally acceptable products, minimization, processing and disposal of wastes. The social component is human-oriented and is aimed at maintaining the stability of social and cultural systems, including reducing the number of destructive conflicts between people. The ecological component ensures the integrity and viability of biological and physical natural systems. The implementation of the sustainable development strategy provides for the greening of various spheres of human activity, the formation of environmental consciousness. This process is designed to change the way people think, strengthening its environmental, humanistic, and predictive qualities. Environmental competence is becoming one of the

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