SYNERGY EFFECT IN THE RESPONSIBILITY OF SUSTAINABLE CONSUMER AFFECTING THE QUALITY OF LIFE OF CONTEMPORARY AND FUTURE GENERATIONS

Abstract

The author draws attention to the phenomenon of synergy in the multidimensional act of consumption, one in which the buyer takes into account the principles of sustainable development. It indicates the challenges faced by consumption in postmodern society. Sustainable development can be seen as an alternative in synergy. This is an opportunity for both present and future generations. This study points to the rather "fashionable" concept of sustainable consumption at present. Using the theory of Bauman's vision of postmodernity of Goffman's vision of social roles, the author tries to draw attention to the synergy in the optimal, conscious and responsible use ofavailable natural resources, goods and services, which will contribute to the increase in the quality of life of contemporary and future generations.