PATTERNS OF CONSUMER BEHAVIOR IN UKRAINE

Abstract

The article is devoted to topical issues of consumer behavior in Ukraine. First of all it is noted that Soviet consumption habits are still affecting Ukrainian patterns of consumer behavior. Even younger population, who have never experienced Soviet system, are affected by its consumptive patterns to some extent. After USSR collapse, Ukraine started to adopt consumer behavior patterns from the civilized world, first of all the consumerism. In the same time, another global consumption trend – creative consumerism – is being actively adopted by Ukrainians, partly because such forms of such behaviour were inherited from Soviet society. Such a global pattern of consumer behavior as ethical consumption has also spread through Ukraine in forms of green, eco, responsible, conscious consumptions or even anticonsumerism. Finally, contemporary technologies along with the COVID-19 crisis impact patterns of consumer behavior in Ukraine, first of all through the increasing role of online technologies in consumer decision making, in purchasing and post-purchasing processes.