Consumer Behaviour in the Aspect of Sustainable Development

In the contemporary world, the care for the state of the environment becomes very important, which is reflected in the behaviour of consumers on the market. The basic need of consumers is to function and achieve their own goals, as well as make their values true, which helps them to get satisfied and have a decent life. The economy of a “total consumer”, whose only goal is to have more and more and to use more and more, has become widespread, therefore the whole economy seeks unlimited consumption. The solution is the idea of sustainable development, which combines economic development, environmental protection and social justice on a local, regional and global scale, at the same time opposing the pursuit of continuous economic growth, regardless of the social and environmental costs incurred. The aim of the article is to analyse consumer behaviour in the context of sustainable development. The article defines the concept of sustainable development and consumer behaviour. Further, the problem of balanced consumption is approximated.