The values that matter: an analysis of the influence of prosocial and ecological values on responsible consumer behavior [Articol]

Abstract

Purpose of the article: The article examines the influence of prosocial and ecological values on responsible consumer behavior, highlighting their connection with the socio-economic well-being and security of citizens. The research aims to identify how solidarity, altruism, and environmental responsibility are reflected in sustainable consumption choices. The article is elaborated with in the context of the project 'Strengthening socio-economic and legal mechanisms for ensuring the well-being and security of citizens' (CONSEJ 01.05.02). Methodology: combines a review of specialized literature with comparative studies and qualitative content analyses. Conclusions: The findings indicate that individuals guided by prosocial and ecological values tend to prefer transparent brands, certified products, and sustainable local alternatives, thereby indirectly reinforcing socio-economic mechanisms that protect well-being. Originality: lies in integrating value theory with the concepts of well-being and societal resilience.