O dwóch komplementarnych ujęciach nowego paradygmatu konsumpcji
About two complementary approaches of a new consumption paradigm

Summary/Abstract: The aim of this article is to show some connections of two new approaches of a new consumption paradigm, which in a contemporary literature have an autonomous form, but in fact as it is shown in the article, have highly complementary character. The article emphasises that these considerations are strongly connected with the observed tendency of a growing interest of economic science into “warm” values such as e.g. trust, empathy, honesty or responsibility. The article distinguishes two basic approaches of a new consumption paradigm. The first one, defines the nature of this paradigm from the view of basic features of new development conception i.e. balanced and durable or sustainable consumption. The above mentioned catagories have their place not only in Polish literature, with a variuos frequency. Contemporarily a notion of sustainable consumption is dominating. As it is introduced in this article, it is not the only one possible approach. Another one, but very important to the first approach, is to treat consumption processes from the subject side – behaviour features of a human being, who is in the role of a consumer, the approach which directly refers to human being’s awareness and to one of the most important categories of his/her “warm” responsibilities. As it is introduced, this starting point not only leads to the nature of responsible consumption, but it can also generate other close categories of this consumption e.g. honest consumption.

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