Rational Consumption as an Interdisciplinary Phenomenon: Analysis of History and Prospects of Research in the Context of Formation of Models Sustainable

Introduction. Rational consumption is an important aspect that goes beyond economic behavior. It encompasses a wide range of social, psychological and cultural factors. In the context of global challenges of sustainable development, the issues of rational consumption become particularly relevant.

Objective. To summarize the existing ideas about rational consumption as an interdisciplinary phenomenon and to identify promising directions for future research in the context of the formation of sustainable development models.

The concept of "rational consumption". Rational consumption includes awareness of needs and aspiration to satisfy them with minimum use of resources. This behavior is associated not only with economic expediency, but also with social and cultural meanings of consumption.

Historical and philosophical foundations of the culture of rational consumption. The concept of rational consumption has deep historical and philosophical roots, including the ideas of utilitarianism, the Scottish school of morality and classical political economy. The influence of these theories on the development of ideas about consumer practices and their social role can be traced back to the 18th century.

Social and psychological aspects of rational consumption. Consumption influences the formation of self-concept and social identity, and is also associated with self-regulation and metacognition. The study of psychological mechanisms of consumer behavior allows us to understand both rational and irrational aspects of choice

Discussion. This review has shown that rational consumption is a multifaceted phenomenon that includes economic, psychological and social components, requiring an interdisciplinary approach to fully analyze the mechanisms of decision-making by consumers of different age groups. In different sciences, consumption has long been studied taking into account its socio-psychological determination, as well as the reverse influence on the formation of self-concept and social identity. The authors highlight the research of metacognitive and neurobiological bases of regulation of behavior of consumers of different age groups. as the prospects for on rational consumption in the conditions of formation of sustainable development models

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