The RC of resources is not only related to reducing environmental impacts. It is the awareness of individual consumers about their responsibilities in the market, including concern for people, communities, and countries.

Responsible consumption implies stopping before buying compulsively, making an examination of what is necessary. A socially responsible consumer acquires and uses products with a new perspective, which considers the sustainability, but also the political, cultural, social and economic implications related of the way in which the goods are produced. Responsible consumers care about society and environmental issues to promote a healthy and favourable environment for all, trying to consume what is really needed, lowering impacts for ensuring a better present and future quality of life.

These new fair consumers care about how the resources are obtained, worrying about the people and the living and working conditions in the places they come from.

Concerns about the worst effects of globalisation, poverty, gender equality, human and labour rights, and respect for cultures and diversity are also present in this new form of consumption.

The responsible consumption is a conscious act, that eludes the pressure of advertising and imposed fashions. It is ethical, based on values such as responsibility, austerity, respect for the rights of producers and the environment, under the principles of non-discrimination and non-exploitation.