The necessity of dematerialization of consumption through the development of reusable goods market is presented in this article in the context of achieving sustainable development. On the example of consumer goods, a model of the reusable goods market was formed, based on material balance of socio-economic systems. The factors of influence on the demand of reusable goods market were determined. The recommendations for using ecological and economic instruments to manage dematerialization shifts in the economy within each factor were developed.