Factors influencing consumer behavior in today’s environment

Анотація

The article examines the theoretical and methodological foundations of consumer behavior formation in the contemporary socio-economic environment, characterized by high instability, digitalization, and the intensification of information flows. The evolution of scientific approaches to defining consumer behavior is characterized by a shift from the traditional economic concept based on the principle of rational choice to a modern, comprehensive understanding that integrates social, psychological, technological, and cultural dimensions. It is demonstrated that under the influence of digital transformation and the development of online communications, the consumer has evolved from a passive object of marketing influence into an active participant in market processes, capable of independently shaping their information space, evaluating product quality, and influencing brand reputation. It is substantiated that modern consumer behavior results from the interaction between external and internal factors, among which socio-cultural and psychological determinants play a decisive role. The article identifies that environmental dynamism, caused by geopolitical risks, economic crises, and shifts in societal value orientations, shapes new approaches to the perception of goods and brands. A systematization of factors influencing consumer behavior is proposed, categorized by their levels of manifestation: macro-environmental (economic, political-legal, socio-cultural, technological, and environmental), micro-environmental (marketing, competitive, social, and informational), intra-personal (psychological, personal, and demographic), and situational factors. It has been proven that the interactions among these factors are complex and adaptive, shaping the structure of purchasing decisions. It is concluded that effective management of consumer behavior in the modern environment requires a strategic reorientation from a transactional to a relational marketing approach, grounded in trust, ethics, social responsibility, and personalized communication. Keywords: consumer behavior, marketing concepts, consumer personality, modern environment, system of influencing factors, digitalization.

Класифікація

Ідентифікатори

Схожі роботи