SOCIAL PROJECT AS A MEAN OF ETHICAL CONSUMPTION FORMATION IN THE CONDITIONS OF MODERN SOCIETY
In the conditions of modern society the consumer preferences, forms, types and motives of consumer behavior are transformed. Market development stimulates irrational, excessive consumption, which creates a number of socio-economic and environmental threats. The main principle of consumption should be the responsibility of consumers to society. This determines the relevance of the formation of ethical consumption models in society. The construction of new forms and types of consumer behavior is facilitated by the use of communication technologies, primarily social projects. The article is devoted to the study of the potential of social projects as a communicative technology for the formation of ethical consumption practices.