| Summary: | Introduction. The increasing role of ecology in citizens’ daily occurrence is becoming a factor in changing consumer behavior. More and more people are interested in the eco-agenda, added to thematic communities in social networks, and guided by the self-restraint principles.
Materials and Methods. Mixed data collection paradigm applied during the study. It includes analysis of both primary and secondary information. Primary information was collected using three methods: content analysis, online survey (quantitative strategy), and semi-formal interview (qualitative strategy). We applied both mathematical data processing and frame analysis of statements, as well as analysis of materials in the public domain. Residents of Russian megalopolises have become key objects; for collecting primary information – Ekaterinburg, for secondary information – Moscow and St. Petersburg, residents of Russia.
Research results and discussion. Social networks with specific forms of user interaction have a mobilizing ability. Signing petitions, and mass cleaning of the surrounding area is not a rare phenomenon. The study analyzes the frames of active, moderate, and passive users of social networks. There is a difference in the level of inclusion of environmental practices in daily consumption for each of them. High mobility from passive users’ group to the moderate group was revealed. This is reflected in consumer practices such as refusing to buy, from plastic bags to personal cars.
Conclusions. The study demonstrated the correlation between changing consumer values and their interest in focusing on green practices.
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