Strategii de promovare a valorilor orientate spre un consum social responsabil

Abstract

In the current global context, promoting socially responsible consumption becomes a priority for companies, consumers and society. This paper presents the results obtained from two researches: regarding the awareness, preferences and sustainable consumption practices of young adults, data were collected and analyzed to assess the level of awareness and adoption of sustainable consumption practices; and on assessing the attitude and value awareness of consumers of domestic clothing, textiles and knitwear, to understand in depth consumer attitudes, preferences and values in relation to the purchase and use of locally made clothing, textiles and knitwear products. The study examines ways in which brands can encourage sustainable and ethical choices through marketing campaigns, awareness messages and social responsibility initiatives. The impact of these strategies on consumer perception and purchasing behavior is analyzed, emphasizing the importance of collaboration between business, non-governmental organizations and the general public to promote conscious and responsible consumption. The results show that effective strategies are those that communicate authentically and transparently, connecting ethical values with personal and social benefits, thus reinforcing long-term responsible consumption behavior.