Abstract
The article examines the concept of conscious consumption as a new form of social activity, emphasizing its growing importance in the modern world. Conscious consumption involves conscious choice in order to minimize the negative impact on the environment and society, taking into account sustainability, ethical production and conservation of resources. This trend reflects a change in consumer behavior caused by increased awareness of global issues such as climate change, inequality and the depletion of natural resources. The study examines the role of individuals and communities in promoting conscious consumption practices and their ability to influence market trends and shape policy decisions. The social, cultural and economic aspects of conscious consumption are also analyzed, andits potential in forming a more responsible and sustainable society is emphasized.