Recently, there are more consumers who are concerned about the environmental situation worldwide and who approach shopping responsibly. In our fast-paced world, a new way of looking at consumption and its impact on the world in general and human in particular is forming. There is a growing commitment to healthy lifestyles and environmental awareness. The trend towards sustainable consumption, which has become a response to the problem of overproduction and over expenditure of resources as a threat to the ecological balance and human health, is actively developing. Sustainable consumption refers to the conscious use of products, natural resources and intangible goods in a way that reduces the negative impact on the environment and limits the use of harmful materials. This is a global trend affecting many areas related to production, technology and innovation. Companies are implementing green production technologies, using environmentally friendly raw materials, and promoting the recycling. Consumers begin to abandon production technologies that negatively affect nature, switch to eco-friendly products and recycle old stuff. Reorientation of consumer demand, taking into account reasonable consumption, has a direct impact on companies marketing strategies. They follow the wishes of consumers and promote the ideas of sustainable consumption. Of interest is the perception of this ideology in the environment of young consumers. The article will consider the main marketing strategies and tools that take into account the changed preferences of consumers in connection with the development of sustainable consumption.