The Role of IT and Social Media in the Process of Transition to Responsible and Sustainable Living

The study addresses globalized social media as a platform and a tool for the engagement of people. It focuses on modern digital social media applications and platforms such as Facebook, Twitter and mobile phones that can empower the public to choose responsible and sustainable lifestyles.The paper examines two kinds of civic participation:1. participation inspired by individuals; 2.participation instigated by institutions. It raises the critical issue whether the participation in the "virtual world" via blogging, online petitions and texting micro payment charity can lead to greater consumers and citizens participation in the actual world and make people more socially responsible. The public engagement in the policy debate is illustrated on activities of self-government in the context of Latvia, in particular Riga City Council. A successful collaboration between municipality and neighborhood inhabitants in the city environment protection with Riga neighborhood development project is highlighted.The activities of Riga City Council on the way to sustainable living are examined through the prism of social media from economic, environmental and social perspectives