Статья посвящена проектному подходу к реализации Концепции устойчивого развития, которая ознаменовала переход от традиционной концепции непрерывного экономического роста к социально-экологоэкономическому мироустройству, в котором социальный аспект призван стать целевым и доминирующим. Концепция устойчивого развития воплощается в жизнь не только в форме законов и постановлений федерального и регионального уровней, но и в формате проектов. Одним из направлений реализации Концепции является цифровой социально-ориентированный проект развития телемедицины, призванный обеспечить своевременный мониторинг значимых отклонений по здоровью населения и обеспечить его диспансеризацию. В научной работе с помощью метода интернет-опроса и статистического анализа полученной от респондентов Свердловской области информации исследуется информированность населения о проекте телемедицины, его отношение и степень доверия цифровому проекту. Выявлены проблемы институционального уровня: формирование законодательной базы и развитие технологической инфраструктуры, с одной стороны, и субъективная готовность населения, с другой стороны, к реализации проекта телемедицины. Обозначены перспективы развития цифрового социального проекта как инструмента реализации концепции устойчивого развития, где технологические достижения медицины и цифровой среды объединены и поставлены на службу социальным аспектам развития современного общества. Ключевые слова: концепция устойчивого развития, социально-эколого-экономические задачи, социальноориентированный проект, цифровизация, телемедицина

The modern culture of consumption often does not correspond to the principles of sustainable development, which leads to environmental pollution. As a possible solution to this problem, the authors propose to analyze the concept of sustainable consumption, following which can reduce the negative impact of mankind on the environment, which is an urgent issue at the global level. The aim of the study is to build a tool for comparative analysis of the level of sustainable consumption. The analysis is carried out in the digital environment, since this space provides a relative freedom of expression of the opinion of individuals, and the obtained data reflect the real level of “sustainability” of the behavior of participants in thematic social communities. The result of the research is an analytical tool tested on thematic social communities of the VK.com social network. In the process of building an analytical tool, primary and secondary tokenization were carried out using computer linguistics tools, an analytical dataframe was formed for a source reflecting the studied content-thematic component. To automate the process of forming a set of tokens, Python 3 programming language was used. The proposed tool can be used to determine the level of sustainable consumption in different social communities relative to each other. This approach can be used by companies to find target audiences and to promote environmentally friendly products. Moreover, this tool can be applied to attract consumers by increasing the level of sustainability in the corporate culture based on the research results. A separate problematic of realizing the developed methodology is the ethical component of analyzing natural digital information and the use of the results obtained on the basis of its analysis.

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.