Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Transforming consumer behavior in an unstable environment

# 32 140-143 Download/view the full text of the article

УДК: 139.138; 366.12

DOI: https://doi.org/10.36887/2524-0455-2025-2-32

Perebiynis Roman,
Degree Seeker,
Private Higher Education Institution "Rauf Ablyazov East European University",
https://orcid.org/0009-0003-4045-2394

The article presents the results of a study on the transformation of consumer behavior under conditions of economic, social, and informational instability, when traditional rational models of decision-making lose their explanatory power. It is shown that environmental turbulence changes how consumers respond to market stimuli, strengthens the influence of emotional, socio-psychological, cultural, and digital factors, and requires a reconsideration of classical approaches to analyzing consumer behavior. Based on theoretical generalization and empirical calculations, an expanded system of influencing factors is proposed, including economic, social, cultural, political, informational, technological, sensory, and risk-oriented determinants. The constructed matrix of integrated influence enabled assessment of the relative importance of factors by product type and income level. The findings demonstrate that economic considerations dominate for everyday goods; informational and social influences prevail for shopping goods; value-based and professional motives shape the demand for specialty goods, while emotional and sensory stimuli drive impulsive purchases. Income-based analysis shows a shift from a rational consumption model among low-income groups toward a more value- and experience-oriented model among high-income consumers, confirming changes in motivation structure driven by greater resource availability. The results enhance understanding of modern behavioral patterns and provide a foundation for improving segmentation, targeting, and communication strategies used by firms operating in highly turbulent market environments. Consumer behavior under conditions of instability is shaped by a multidimensional system of factors, the interaction of which determines the trajectory of decision-making.

Keywords: consumer behavior, transformation, unstable conditions, influencing factors, product types, income level, ranking.

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The article was received 12.04.2025

Quote article, APA style

Perebiynis R. 12.04.2025. Transforming consumer behavior in an unstable environment. Actual problems of innovative economy and law. 2025. №2. 140-143 pp. https://doi.org/10.36887/2524-0455-2025-2-32

Quote article, MLA style

Perebiynis R. Transforming consumer behavior in an unstable environment. Actual problems of innovative economy and law. 12.04.2025. https://doi.org/10.36887/2524-0455-2025-2-32