NEW GLOBAL SUSTAINABLE CONSUMPTION TENDENCIES

New sustainable consumption tendencies were distinguished based on the literary analysis of the scientific sources on the development of the organic-industrial complex. Some of the most significant tendencies are the tightening of the environmental compliance standards in the food market, changes towards just bio politics in distributing food supplies, shifting the centre of consumption to cities and developing a food infrastructure in urban localities, the digitalization of consumption and daily routine, and the proliferation of the elements of the sharing economy. Consumer culture is being revised through the concept of slowing down the life cycle of product consumption ('slow movement'), fashion, and attitude towards the human body and beauty, which allows to reduce the amount of waste and increase consumer awareness. Consumer knowledge and environmental awareness is expanding. Consumers adapt to the green market, their values change. Scholars have noticed that the frequency and nature of sustainable practices differ depending on the gender of the consumer. The price of organic and eco-friendly goods still makes it difficult to reach the balance between the consumer and the manufacturer, while the global development of the green market is slowed down by the discrepancies in the environmental standards.