Consumerism in Ukraine during the War: Global Influences and National Specifics

Abstract

The purpose of the article is to substantiate the specifics of consumerism in Ukraine during the war. In particular, to reveal the mechanisms of the influence of martial law on consumer habits, which undergo transformation from global influences to the formation of national characteristics. Methods. To achieve the goal, first of all, the method of comparative analysis is used to compare pre-war trends in consumerism and its manifestations during the war. We also refer to data from sociological surveys and statistics, which indicate trend changes and a shift towards national specificity. Additionally, content analysis of publications on social networks is used to assess public sentiment regarding consumption and support for Ukrainian producers. The results of the study are centered around the hypothesis that in Ukraine during the war there was a significant shift in consumer priorities towards essential goods and items, a reduction in spending on non-critical goods, and an increase in demand for local products. There is an increase in conscious consumption, manifested in support for Ukrainian businesses and rejection of brands, as well as goods produced by the aggressor country. This highlights significant changes in the very principles of global consumerism. The conclusions. Martial law, like any other crisis situation in society, significantly affects changes in consumerist attitudes. In Ukraine, this occurred due to a shift towards national specifics of consumption, the formation of a more rational and patriotically oriented consumer culture. Further research on this issue should focus on the long-term prospects of these consequences for the economy and society. The study contributes to understanding the transformation of consumer behavior and national identity during wartime in Ukraine, emphasizing the moral and cultural aspects of consumption.