Sociocultural aspect of solving environmental problems: innovations vs traditions

The study presents the results of the integrated sociological survey conducted in Volgograd region in 2015-2017. The research analyzes the opposition between innovations and traditions in solving environmental problems. The scientific novelty of the approach is to focus on the sociocultural features of the local community that determine both technological and cultural opportunities for introducing environment-friendly innovations. The research hypothesis is based on the assumption that mass consciousness stereotypes prevent the introduction of advanced technologies of effective nature management into common use. The research methods include in-depth expert interview, expert evaluation by the Delphi method, questionnaire. The study identifies the trailing and catching-up nature of implementing the environmental technologies in Russia. The specific features of Volgograd city community are defined from the standpoint of political, labor and professional, worldview and mental, cultural characteristics as well as social activity and the way of life of Volgograd residents. Considering these characteristics, the author assesses the applicability of various effective technologies for nature management in citizens' everyday practice.