FACTORS INFLUENCING CONSUMER BEHAVIOR IN UKRAINE: A STUDY OF FOOD PRODUCTS

Abstract

The article examines the key factors influencing consumer behavior in Ukraine, with particular emphasis on the food products segment. Economic, socio-demographic, cultural, psychological, and institutional determinants are analyzed, as well as the impact of military actions, inflationary processes, and the digitalization of trade on consumer decision-making. Based on the systematization of statistical data, the results of scientific research, and the generalization of domestic market practices, a classification of consumer behavior factors is proposed and the specific features of Ukrainian consumers under conditions of high economic turbulence and uncertainty are identified. Recommendations for business entities are developed to adapt marketing strategies to the transformation of value orientations and behavioral patterns of consumers. Special attention is paid to assessing the relationship between the level of household food security and changes in consumer priorities in crisis conditions. It is proven that under current economic and social challenges, the importance of price sensitivity, trust in retail networks and public institutions, and transparency of information provided by food producers is significantly increasing. The study reveals that Ukrainian consumers are increasingly oriented toward a combination of resource-saving behavior, satisfaction of basic needs, and the pursuit of food quality and safety, which leads to the formation of a new model of rational and adaptive consumption. The research substantiates that wartime conditions and economic instability have intensified the role of risk perception and income volatility in shaping purchasing decisions, reinforcing the dominance of essential goods in household expenditure structures. At the same time, digital channels of distribution and online information sources have become important instruments for consumer choice, contributing to higher market awareness and comparative price analysis. The results of the study indicate that sustainable consumer behavior in Ukraine requires the integration of state regulatory instruments, corporate social responsibility mechanisms, and educational initiatives aimed at increasing financial literacy and promoting conscious consumption practices. The proposed conclusions may serve as an analytical basis for designing national and regional policies in the field of food security and consumer protection, as well as for improving business strategies in highly unstable economic environments.