Resumen
The problem of consumerism is very relevant in the global context, as it is directly linked to the deteriorating ecological situation. Since the physical and digital environments are closely linked, the authors try to explore their interdependence in the context of responsible consumption. This research aimed to construct a tool for a comparative assessment of responsible consumption within physical and digital environments. Based on deep theoretical analysis, the authors developed the methodology of measuring the level of responsible consumption represented by the following categories: food, waste, transport, clothing, energy and water consumption, and active participation. According to this analytical system, a survey was developed and conducted among students at the University of Barcelona and the University of Bielefeld, and the results were transformed into a fuzzy-multiple model. In the digital environment analysis, the authors used an algorithm for assessing the relative presence of certain tonal and content-thematic components in the digital background of the subject under study through using the Python 3 programming language. The algorithm was tested for the assessment of the level of responsible consumption among members of two social network student communities, represented by the official accounts of the University of Barcelona and the University of Bielefeld on Instagram. The correlation between the indicators of the physical and digital environment was proved as a result of comparative analysis. The scientific novelty of the study lies in the proposed methodology, which aims to conduct a comparative analysis of responsible consumption in the physical and digital environments, while using valid but different indicators to assess consumer behavior in each of the environments. The practical implementation of the study is that the proposed methodology allows universities to investigate how their students adhere to responsible consumption and to what extent the topic of responsible consumption is expressed in informational accounts of universities and, in accordance with this, to develop measures to influence both of these parameters.