On April 14, 2026, the session ‘Non-Standard Forms of Consumption: The Role of Technology, Emotions, and Morality’ was held as part of the XXVI April International Academic Conference named after Evgeny Yasin. The session focused on forms of consumer behaviour that fall outside the conventional rational choice model, bringing together researchers from economic sociology, psychology, and institutional economics. Five presentations were delivered: a comparative analysis of non-standard consumption forms (V. V. Radaev); ethical consumption as an instrument of civic engagement (M. A. Shabanova); psychological mechanisms of nostalgic consumption (T. A. Nestik); conspicuous consumption through the institution of consumer credit (A. V. Vernikov, A. A. Kurysheva); and compulsive buying as a form of addiction (O. S. Deyneka). Three recurring conceptual tensions were identified: the question of the openness and boundaries of the non-standard consumption typology; the problem of analytical distinctions btween forms given their empirical overlap; and the contestation of the very concept of ‘non-standard’ in light of the plurality of rationalities in sociology.