SOCIAL RESPONSIBLE CONSUMPTION. CONSUMER BEHAVIOUR ANALYSIS

SUMMARY It is important to consider that nowadays consumers behaviours are experimenting changes at time of purchasing, being more aware of the waste of resources and trying to control impulsive purchases. These changes can be named as the new “green-thinking ” trend, which is being expanded in the society, and which has generated a great importance for both consumers and enterprises. Although there are individuals who perform responsible consumption practices because of an ethical responsibility feeling, we can´t forget the economic crisis consequences, which has obliged affected individuals to adopt responsible consumption behaviours. In this context, this market research has been carried out to analyse the level of knowledge about responsible consumption initiatives owned by consumers, responsible consumption practices performed by them as well as the reasons and barriers of such practices. After the research, some conclusions obtained from the results and recommendations for public and private institutions are presented. KEY WORDS Responsible consumptio