In modern terms, a new view of consumption is being formed, its impact on human health and the natural environment surrounding it, the commitment to the principles of a healthy lifestyle and a conscious attitude to the surrounding world is growing. As a reflection of these ideas, the trend for conscious, ethical consumption is actively developing. In response to the rapid development of digital communications of consumers and the formation of new demand parameters, there are changes in the market positioning of brands of companies around the world, so it is important to understand the vectors of these changes and the intensity of their impact. It is necessary to assess the real relevance of these issues, in particular, for the Russian markets. including representatives of various, especially youth, consumer audience. The purpose of this study is to obtain evidence of the use of the ideology of conscious consumption in the promotion of leading domestic and foreign brands represented on the Russian market on the example of clothing brands, as well as to test the perception of this ideology among young consumers. The applied methodology for analyzing the marketing content of leading foreign and Russian brands on the Internet showed a slight use of social and ethical parameters in marketing, and the survey of representatives of the youth audience of consumers of premium brands on the examples of clothing brands demonstrated that the parameters of conscious consumption are important for the surveyed youth audience, but differently affect their perception of the brand value.
Keywords: conscious consumption, ethical consumption, brand value, brand position-ing, generation Y, generation Z.
JEL: D12, D22, M31.
For citation: Gerasimenko, V.V. (2021) Conscious Consumption Ideology and Brand Values Perception. Scientific Research of Faculty of Economics. Electronic Journal, vol. 13, no. 3, pp. 7-24. DOI: 10.38050/2078-3809-2021-13-3-7-24