PROMOTION OF SUSTAINABLE CONSUMPTION OF FOOD BY VITRUAL COMMUNITIES

Nowadays consumers tend to exchange information and collaborate to satisfy their needs in more and more effective ways. In consequence products are prepared and offered basing on customers' involvement and replacing traditional B2C paradigm. The growing popularity of that approach is possible mainly because of technological changes as well as changes within societies - their evolution towards post modernity. The paper presents different types of virtual communities created in Internet by businesses, NGOs or individual users to promote the idea of sustainable consumption of food.