TRANSFORMATIONAL PROCESSES OF CONSUMERS’ DIGITAL BEHAVIOR DURING MARTIAL LAW AND THEIR IMPLICATIONS FOR BUSINESS IN UKRAINE

Abstract

The study investigates the transformations of digital consumer behavior in Ukraine under martial law and examines their implications for business development and marketing strategy formulation. A survey of 50 respondents was conducted to analyze online purchasing frequency, the use of digital platforms, trust in e-commerce services, and the influence of social networks and opinion leaders on decision-making processes. The findings reveal significant shifts in consumption priorities, including increased rationality in decision-making, heightened attention to product quality, ethical and environmental considerations, support for domestic brands, and the growing importance of corporate social responsibility initiatives. The research identifies emerging consumer behavior models in the online environment, distinguishing rational, impulsive, hesitant, and loyal types, as well as perceptual types such as visual, auditory, and kinesthetic. Data indicate that while traditional offline purchases remain relevant, online channels are increasingly preferred for convenience, safety, and access to diverse product offerings. Social media platforms, particularly Instagram, Telegram, TikTok, and YouTube, have a significant impact on brand perception and purchase intentions, with opinion leaders and user reviews strongly influencing spontaneous and planned purchases. Furthermore, the study highlights changes in spending patterns over the past year, with growth in expenditures on essential goods, personal care products, clothing, footwear, and educational services, alongside reduced spending on entertainment and leisure. These behavioral shifts reflect adaptation to crisis conditions, uncertainty, and constrained resources, and they signal the formation of hybrid consumption models combining digital and offline habits. The results of this study provide critical insights for businesses aiming to adapt marketing strategies to evolving consumer expectations, emphasizing the need for enhanced trust, transparency, personalized communication, and the integration of ethical, ecological, and social responsibility values into brand positioning. The findings also underscore the necessity of leveraging digital analytics to forecast consumer demand, optimize customer experience, and maintain competitiveness in the context of war-induced economic and social transformations.