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Innovative paradigms of responsible consumption represent a template, a model of renewal processes and environmentally friendly use of labor to create good in socio-economic systems, which corresponds to sustainable development and the society needs. The article examines a socioeconomic system that built on the cultural and ethical norms of actors (society, individual groups, people), taking into account their emotional state and the framework of legitimate rationality. The socioeconomic system defines a vector for improving the life quality in a balanced ecological environment as the basis for the moral component of responsible consumption in a civilized society. The socioeconomic paradigm quite rightly assigns an important place to moral obligations, social expectations and power relations that affect the behavior of economic actors, and, consequently, their responsible consumption of natural resources and goods produced. The analysis of social efficiency, sustainability of development, socio-economic and environmental balance of decisions made in a pandemic is becoming essential. It is important to note that the conditions of isolation, which are provided by the state, determine not only economic and social losses, but also cause psychological damage to the individual. The state, business and society must understand that a decrease in innovative interest and readiness for development during a pandemic will be massive. Currently, it is necessary to create conditions for the favorable adaptation of society to the use of forced measures, providing not only financial, but also mental support to prevent: decreased performance, emotional instability, the emergence of a state of tension and stress. In the process of making forecasts and socio-economic responsible consumption policy, it is important to define the concept, goals, objectives, principles, tools of reproduction environmental safety of economic and social system from the standpoint of economic, social, moral and moral parameters of entrepreneurial activity and labor.

The optimal formation and selection strategies for ensuring environmental safety is a key topical aspect of the first half of the XXI century. In conditions of limited economic resources and a disturbed ecological balance, is especially important to take into account inter-sectoral externalities that determine the choice of optimal mechanisms, both stimulating and restraining positive and negative external effects from institutional approach standpoint. The article provides an overview of the existing and substantiation of the author’s directions for the strategy of ensuring environmental safety in regional socio-economic systems, taking into account inter-sectoral externalities. The article analyzes the possibility of forming a platform for the system of responsible education in ensuring the ecological balance for present and future generations, aimed at using optimal strategies that allow to gently, without creating tension, regulate the responsible consumption of all types of resources. It is assumed that on the platform of responsible education system, the formation of a personality is carried out, based on: 1) awareness of equal access right of every person to a favorable environment; 2) understanding and accepting responsible resource use; 3) the obligation to adopt the institution of “soft environmental tax mechanisms”; 4) a responsible approach to cross-sectoral positive and negative externalities.

The development of human resources in order to be prepared for new types of entrepreneurship is based on understanding of social and personal significance. To conduct entrepreneurial activity, a combination of a number of personality qualities is necessary. It creates the basis for the successful achievement of a complex goal. The article presents the key determinants of the motivational component of the individual to entrepreneurial activity, economic routine of supply subjects in a cognitive approach and psychological analysis of new types of entrepreneurial activity. In fact, the causal attribution based on observations of the other people's behavior was investigated and it was explored that it is based on the desire to recognize its driving forces, such as motives, intentions, goals, anxiety.