In recent years companies have become more interested in the implementation of sustainability principles in their business
activities. However, despite the improvements in their practices, an increase in the amount of general consumption often exceeds
the achieved progress. Thus, it is essential to consider that the relation between consumption and production should be evaluated
systematically and technological approaches are not enough to realize the goal of sustainable consumption and production (SCP)
without the assessment of human choices. Considering that various stakeholders are incorporated in the production and
consumption system, it is necessary to explore the connections between them, company and consumers. On purpose to identify
these relations, the survey applying a stratified sample with simple random sampling in the strata was conducted for the
representatives of consumers and companies of Lithuania. First, a literature review of the initiatives related to sustainability of the
main participants of the consumption and production system – companies and consumers as well as other stakeholders such as
governments, non-governmental organizations, education and science institutions and the media is presented. Then, the results of
surveys based on the literature review are highlighted. The interviewees agreed that the majority of the listed stakeholders’
initiatives have favorable opportunities to promote the implementation of SCP in Lithuania and efficient progress can only be
achieved if all of them closely collaborate. The summarized results are included in a new original model of SCP – the Sustainable
and Responsible Company model, which could help enterprises to orient within the current situation in the production and
consumption system as well as support further education and awareness of consumers.