The article presents the results of the study of the role of consumerism in defining the directions for formation and implementation of regional commercial policy. The purpose of the article is to define the directions of consumerism development and its effect on the regulation of consumer market relationships. The article considers the organization and economic relationships that appear during the development of consumer legislation and the emerging role of non-profit consumer rights protection organizations. Specific features of development of non-profit consumer rights protection organizations in subjects of the Russian Federation have been analyzed. The issues of implementation of fair trade principles in the activity of commercial companies abroad are considered. It has been proven that changes in the behavior of consumers who support the ideas of fair trade and ethical consumerism affects the implementation of innovations in the activity of commercial companies. The main behavior models of consumers influenced by the ideas of ethical consumerism as well as the directions and forms of consumers’ ethical behavior are defined. The informational background for the study is legal and regulatory acts of governmental authorities, materials of reports issued by the Federal Service for Consumer Right Protection and Human Welfare as well as by Russian and international consumer right protection associations, their unions, and works of Russian and foreign researchers. The main provisions of the research may be used by commercial network companies for development of corporate standards or by state authorities and economic entities for commercial policy formation.