Sustainable Consumption of Households According to the Zero Waste Concept

The actions, decisions and behavior of consumers in a circular economy are defined as a circular consumption system. The circular economy is an alternative economic model to the linear model of production and consumption. This model is in line with the zero waste concept, which according to the Zero Waste International Alliance, is an ethical, economical, efficient and forward-looking concept in which consumer behavior includes buying products, caring for them and then recycling or reusing them. This is closely linked to adopting and committing to the circular business model of extending and reusing products. The aim of the study was to identify and describe consumer behavior and activities related to the zero waste concept. The analysis was conducted in the context of reusable products. The research was based on the CAWI method. The tool used to obtain the information was a structured questionnaire. The survey included 821 respondents from Poland, Slovakia and Ukraine. The survey shows that consumers are becoming increasingly aware of the consequences of consumption not based on choices with a positive attitude towards the environment. In addition, consumer sensitivity to environmental problems is growing. Growing consumer awareness and the promotion of healthy lifestyles by environmental organizations and movements are reversing unfavorable trends in favor of conscious consumption based on rational consumer choices, which translates into economic effects for households. The study found that the behavior of many respondents fits into the zero waste concept, implementing habits on a daily basis that are in line with sustainable consumption.