SUSTAINABLE CONSUMPTION OF PRODUCTS AND CONSUMER BEHAVIOUR IN THE REPUBLIC OF SERBIA

Having in mind that sustainable consumption has become an important subject in todays' marketing, the paper uses literature review to analyse the theoretical approaches to sustainable consumer behaviour and models that explore the factors that affect the consumer purchasing process. In addition, empirical research was conducted during April and May 2023 with the aim of identifying the factors that impact green purchasing decisions of consumers and influence their awareness of sustainability. The survey has included 171 consumers (N=171) in the Republic of Serbia who rated different statements related to sustainable consumption and purchasing behaviour. The questionary was consisted of 28. variables referring to consumers' purchasing decisions, post-purchasing behaviour, environmental awareness, and concern. The research has also included an analysis of sustainable consumption in the context of the respondents'gender. Data processing and presentation of results were performed based on the application of descriptive statistics, t- test and factor analysis.