Noticeable transitions in the models of consumer decision-making have been observed in the developed countries over the past 20–30 years. Consumers “vote with their money” against unseemly business practices which cause sufficient damage to the environment, people and animals. Gradually innovative consumer practices are evolving in the less developed countries. This paper presents novel data analysis examining positions of several key actors in the development of new consumer practices in Russia: citizens, NGOs, businesses and government. Based on the analysis of drivers and barriers affecting involvement of Russians in the new consumer practices and drawing on the research of views held by other institutional actors regarding the place and direction of relevant activity of their group and co-actor groups, the paper identifies divergences in the social mechanism associated with fostering innovative consumer practices and maps out ways to reduce them.