Innovation as a factor of sustainable consumption
The article considers the features of innovation as a factor of sustainable consumption. It is established that regardless of whether innovations are personal consumption goods or industrial goods, their consumption depends on the level of public perception, cost and existing trends in the development of civilization as a whole. It is proved that in these conditions, a complex combination of those factors gives a particular innovation the status of a necessary good for man and society. It is determined that innovative companies that create the latest products for the mass consumer, although they are distinguished by a stable position against the impact of crisis phenomena, however, in order to preserve their own capitalization, they must constantly improve the corresponding products. Therefore, for the Russian Federation, the need for innovation should be covered not only by technology transfer and attracting foreign investment, but also to a greater extent through the use of creative ideas of national innovators to create innovative goods. It was found out that the current state of the economy of the Russian Federation not only does not correspond to the level of social needs, but is also unable to realize the existing potential of self-development. The main reason for that condition is the unsatisfactory level of commercialization of innovative developments and the backwardness of production technologies. It is proved that in the current situation, it is much more promising for the Russian Federation to develop its own innovative enterprises, whose activities would take into account the needs of the consumer system, but the product itself was interpreted with special characteristics. It is determined that the process of introducing innovations into the activities of economic entities must be carried out not only in the context of using certain experience, but also at the same time take into account individual creative ideas that can be perceived by the consumer system.