MANAGEMENT OF ECONOMIC TRANSFORMATION IN WARTIME: ADAPTING CLASSICAL CONSUMER BEHAVIOR MODELS TO NEW REALITIES

Abstract

The article analyzes the changes in consumer behavior caused by military conflicts and crises, which significantly impact socio-economic processes. The authors examine how classical economic models, designed for stable conditions, can be adapted to the realities of uncertainty, economic shocks, and shifts in consumer priorities. Particular attention is given to factors driving transformations in consumer habits, including the reorientation toward meeting basic needs, cost optimization, the growing role of local markets, and the development of community-level mutual support mechanisms. The study explores the effects of limited resource availability, changes in income levels, and psychological pressures on the formation of new household economic strategies. It examines how consumers adapt to uncertainty by altering saving patterns, avoiding risky expenditures, and seeking alternative sources of supply. A critical focus is placed on analyzing shifts in demand for goods and services driven not only by economic factors but also by socio-cultural influences in wartime instability. Special emphasis is placed on the mechanisms of consumers’ emotional responses, which affect their economic decisions and crisis adaptation. Specifically, the study addresses increased fears about the future, which encourage higher savings and reduced spending on non-essential needs. It highlights the emergence of new economic connections between consumers and producers at the local level, driven by limited logistics and global economic constraints. The findings provide practical value for developing strategies to support populations and economies during crises. They can be used to forecast consumer behavior changes and create crisis-response economic policies that mitigate the negative impacts of military actions on national economies.