The Role of Social Media in Building Awareness of Responsible Consumption

Abstract

Responsible consumption in times of changes in both- economic and ecological phenomenon is very important, but complex. It can be manifested in many ways. It could be described at slogans: reduce, reuse, recycle, rethink. This philosophy is therefore designed to educate consumers about the rational use of products and services, and thus reduce resource consumption, and to proclaim the ideas of recycling and reuse of products. Lending is gaining in importance, processing, exchange and sharing with others - instead of buying. The paper shows that shaping responsible consumption in offline world could be ineffective, and using social media can be beneficial. The authors attempted to determine whether there are present and how can be developed responsible consumption behavior on social networking sites like: Facebook, Pinterest and Youtube.

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