Abstract
The goal of this paper is to analyse consumers’ behaviour, their attitudes towards eco-friendly products in conditions of Uzbekistan and identify any optimal solutions based on European experience. In definition of sustainable growth, along with other equally important aims of continuing development one may include the preservation of diverse eco-systems of a country. Giving up the nature for the sake of fast growth might lead to undesirable consequences, very much of it being experienced in wide range of emerging countries. One is government's efforts to encourage the standards with ecologically oriented quality control procedures by providing subsidies. There also might be protective measures limiting the waste produced by enterprises. This approach is called top-down approach. The other way is the bottom-up approach, where impact on consumers is created by state media or planned policy strategy promoting production of eco-friendly products. In my view, this is the long-term and most efficient approach where the desired result is achieved by the demand side.