Abstract: Consumer patriotism is one of the pillars of modern markets in the countries moving from the administrative command economy to a market economy. This idea excites marketers designing programs of long-term customer loyalty. The excellent quality/price ratio should be guaranteed by ethical values and business ethics of Russian producers, especially at the present stage of Russia's accession to the WTO. The solution of the mentioned problems of consumer patriotism, social responsibility, national identity and environmental safety will ensure sustainable development of domestic business organizations in the medium term. The study uses the methodology of indicative programming from the standpoint of communicative approach, i.e. information education; creation of territorial and sectoral unions; outreach efforts. The study describes the interaction of domestic consumers and businesses (high informal (shadow) costs, inefficient market monopolization by the state companies, the lack of world-class brands, a low level of trust, etc.). The author formulates the concept of consumer patriotism as a technology to increase loyalty in the domestic market provided the solution of the problems outlined above.