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The article considers the system-forming role of integrated marketing communications as a means of building a dialogue and finding a compromise between business, government and society. The impact of integrated communications on the formation of conscious consumption and care for environment in the countries of the world and in Russia has been estimated. The absence or insufficient efforts of the state to inform a consumer about environmental initiatives which form a negative or neglectfuldoi:10.1051/e3sconf/201913504011 fatcat:twdmz2j5tnggzf2lbwak6vaba4