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ORIENTATION ON SUSTAINABLE CONSUMPTION IN THE BEHAVIOR OF YOUNG CONSUMERS

The aim of this paper is to identification young consumers’ attitude to sustainable consumption and present their pro-environmental and pro-social behaviours and their motives. This discussion is complemented with the results of own pilot study regarding young people’s involvement in pro-eco and pro-social projects. The sample included 88 people first-year students of full-time engineering studies.The analysis of gathered data allowed to formulate some conclusions. It showed that high awareness of growing environmental and social problems and threats they pose is a significant phenomenon in the area of young consumers’ choices. This awareness is accompanied by confidence that individual actions and attitudes can lead to restoration of the natural environment. These factors are becoming a crucial motive for young adults to undertake socially and environmentally responsible actions. However, sometimes there is a discrepancy between their pro-eco declarations and actual behaviours of sustainable consumption. This is mainly due to financial factors, which in many situations seem to be predominant.