Потребительское поведение: новые сферы исследования

This study provides a quantitative overview of contemporary consumer behavior research in the 21st century (2001–2020) to inform future research directions in consumer behavior research. Using co‐citation analyses, this study identifies the most cited authors, publications, and academic journals in consumer behavior research in each of four 5‐year intervals in 2001–2020 to profile research themes and relationships among different research clusters. Key research themes are then mapped based on co‐citation matrices. The results show that major research themes in consumer behavior research in the last two decades have shifted from the focus on fundamentals of consumer behavior, consumers' decision‐making process, development of more robust measures and analytical methods to the focus on service quality and consumer satisfaction, online consumer behavior and virtual communities, sustainable consumption, as well as the experiential aspects of consumer behavior. The findings help map the invisible knowledge network embedded in contemporary consumer behavior research and shed light on future research agenda in consumer behavior studies.

Introduction. It is substantiated that the food market is one of the most complex and dynamic sectors for marketing research, which is determined by a set of factors influencing consumer behavior as well as the methods of its study and forecasting. The specific features of consumer behavior in the analyzed market are generalized, including a high frequency of purchases, a relatively low unit cost of products, and a high level of competition. It is emphasized that consumer decisions regarding the purchase of food products are made quickly, which leads to a duality between impulsive and rational purchasing behavior. It is argued that seasonality is inherent in the food market; accordingly, consumer demand demonstrates pronounced seasonal fluctuations. In addition, changes in consumer behavior caused by the full-scale invasion of the Russian aggressor require not only the study of current consumer behavior but also its forecasting. It is concluded that under conditions of increased risk, the development of scientific and practical approaches to studying and forecasting consumer behavior in the food market is particularly relevant. Purpose. The purpose of the article is to generalize methodological approaches to studying consumer behavior in the food market and to develop recommendations for their practical application in substantiating consumer behavior models and a system of methods for forecasting such behavior. Method. In conducting the research and solving the stated objectives, the following methods were used: analysis and synthesis to generalize methods for studying and forecasting consumer behavior; systematization and classification to group them according to identified criteria; theoretical modeling to substantiate models of consumer behavior in the food market; induction and deduction to identify rational methods for studying and forecasting consumer behavior in the food products market. Results. It is substantiated that comprehensive study and effective forecasting of consumer behavior under conditions of uncertainty require the integrated application of traditional and modern research methods, taking into account their advantages and disadvantages. The essence of consumer behavior is clarified as the unity of psychological and physical processes associated with awareness of needs, information gathering, selection and purchase of food products, as well as the evaluation of satisfaction levels. The challenges of forecasting consumer behavior in the food market under conditions of instability are examined. A typology of five models of consumer behavior in the food market is developed depending on the state of motives and purchasing capabilities under conditions of increased instability.

Consumer behaviour changes have been happening all the time throughout the development of modern society, but it seams that no changes have come as rapid as the changes that have occurred in the last decade or so. At the same time the fast-paced living, the economic, medical and military crises of the last ten years have powerfully impacted the consumer behaviour of individuals. The current paper represents on one side a brief literature review of some of the changes that have occurred when discussing the issue of consumer behaviour, and on the other hand it points out some secondary data analysis based on statistics about the changes in consumer behaviour, the values and interest of individuals of the last years. The literature review has shown that even if the classical definitions of the consumer behaviour concepts are still in place, the current market conditions are forcing us to consider other associated topics like: Behavioural Deviations, Sustainability and Environmental Concerns, Moral and Ethical Dimensions, Consumer Dominance etc. While the practical component presents some results that cand be drivers for further consumer behaviour research, to understand the main change factors better and to potentially predict future behaviours.

The article aims. The purpose of the article is to study changes in consumer behavior in the context of omnichannel marketing, identify key factors influencing the choice of communication channels and purchases, as well as analyze the impact of omnichannel strategies on the effectiveness of interaction between brands and consumers. The tasks to be performed in the research process are: to determine the essence of omnichannel marketing and its main characteristics; to analyze changes in consumer behavior in the context of using different interaction channels (online, offline, mobile applications, etc.); to identify factors that influence the choice of communication channels and purchases by consumers in the context of an omnichannel strategy; to assess the role of personalization and convenience of shopping in an omnichannel environment; to investigate the impact of omnichannel strategies on consumer loyalty and their consumer habits; to provide recommendations for optimizing marketing strategies for effective interaction with modern consumers in the omnichannel environment. Analyses results. Nowadays, digital technologies are changing traditional approaches to marketing communications, they have become the main form of interaction between brands and consumers, which allows brands to maintain continuous communication with consumers, increase their loyalty and attract new customers. However, in the context of omnichannel marketing, there have been changes in consumer behavior related to purchasing methods, attitudes towards brands, expectations for quality and service, which requires improving methods for researching consumer behavior, developing new approaches to personalizing marketing campaigns and analyzing trends in consumer behavior. Analysis of consumer behavior patterns is becoming increasingly relevant due to the transformation of traditional approaches to marketing communications and the integration of new digital platforms. This requires understanding how consumers navigate different communication channels, combining online and offline experiences. The use of modern digital tools allows you to accurately track consumer behavior and preferences. Practical solutions to these problems will help marketers more accurately predict consumer needs, create effective omnichannel strategies, and improve customer interactions, which will increase business competitiveness. Omnichannel marketing significantly changes consumer behavior, as they gain the opportunity to interact with brands through various channels - online and offline, which allows them to be more flexible in their choices and make purchases in a way that is convenient for them, ensuring a seamless transition between channels. Influencing consumer behavior, businesses need to provide a continuous, consistent experience at all stages of interaction with the brand, because Consumers in the context of omnichannel marketing have become accustomed to an integrated experience, where they can start a purchase in an online store and complete it in a physical store, or vice versa. Conclusions and directions for further research. In the context of omnichannel marketing, businesses must actively use different channels to engage customers and constantly adapt their strategies, taking into account new consumer behavior patterns. Successful brands that are able to integrate their channels and personalize the customer experience have a better chance of succeeding in a competitive environment. Further scientific research will be aimed at investigating the impact of using innovative technologies on consumer behavior, such as artificial intelligence, augmented reality (AR), virtual assistants and chatbots to improve customer interactions.

Background: Prior research had predominantly emphasized traditional Structural Equation Modeling (SEM), with limited exploration of dynamic SEM. Yet, dynamic SEM was essential, as it enhanced the precision of real-time consumer behavior prediction. Objectives: This study critically examined recent advances in dynamic SEM, focusing on their effectiveness in improving predictive accuracy, model efficiency, and adaptive decision-making in response to temporal variations in consumer behavior.Design/methodology/approach: A review of peer-reviewed empirical studies published between 2010 and 2025 was conducted. Using predefined inclusion and exclusion criteria, relevant works were retrieved from Scopus and Web of Science. Comparative synthesis highlighted differences between traditional and dynamic SEM applications.Findings/Results: The results demonstrate that dynamic SEM substantially outperforms traditional SEM by incorporating temporal dynamics, capturing interindividual variations, and effectively managing intensive longitudinal data. Its strength lies in analyzing large-scale, high-frequency datasets from digital platforms such as Google Analytics, enabling accurate prediction and monitoring of consumer behavior over time. The study further contributes original constructs - including behaviorally relevant triggers, sentiment indicators, personalization measures, and engagement metrics - thus extending the scope of consumer analytics.Conclusion: Dynamic SEM was shown to exert a transformative impact on consumer behavior research and marketing management by supporting real-time behavioral adjustments and agile decision-making. However, challenges remained regarding its computational capacity with large and complex datasets, underscoring the need for advanced data governance and sophisticated analytical tools.Originality/value: The study evaluated the methodological innovations in a unique and systematic way and gave an advice on how to improve the SEM applications and theory when handling large and complex datasets when dealing with the temporal changes in consumer behavior. Researchers, policy-makers and practitioners were given the actionable recommendations on how to improve and utilize the dynamic SEM as a future-proof marketing analytics approach. Keywords: big data analytics, dynamic structural equation modelling, latent growth modeling, marketing decision-making, temporal dynamics

Purpose – With the appearance of COVID-19, epidemiological measures were implemented which significantly changed the customer behaviour. Media became an important source of information. The fear phenomena in the lockdown era compelled consumers to buy impulsively. Therefore, this paper determines the changes in consumer behaviour in the era of the pandemic and the influence of media on consumer’s impulsive buying during lockdown. Research methodology – The research was carried out with a questionnaire (N = 298). The descriptive, multivariate, and correlation analysis, and the t-test were used to process primary data to confirm changes in consumer behaviour. Findings – The research results show that impulsive buying does exist during a lockdown and is influenced by media. Such indicators give a clear direction for creating marketing campaigns in future crises. Research limitations – The research sample was random so, to prove hypothesis H2, the database of the intensity of buying in lockdown needed to be filtered out so only impulsive buyers could be selected (n = 89). Practical implications – The findings could help in the creation of future marketing campaigns in crises. Originality/Value – This research gives a new look at consumer behaviour in crises, the intensity of fear influence, and the influence of media on consumer behaviour.

The article explores the features of brand management in the restaurant business as a key tool for enhancing the enterprise’s competitiveness and ensuring its stable development in a dynamic market environment. The relevance of the topic is due to the growing role of brand as an element of intangible assets that affects customer perception of service quality, trust in the enterprise, loyalty formation among the target audience, and building an emotional connection with the consumer. The article analyzes scientific approaches to understanding brand and brand management, reveals the key elements of effective restaurant brand management, including brand strategy, visual identity, emotional image, brand communications, and the role of staff in maintaining brand standards. Particular attention is paid to the specifics of branding in the restaurant business, especially the high emotionality of the service, the influence of the physical environment, the role of customer experience, interaction through social networks, and reputation risks in the online space. The article highlights the main stages of brand management – from market research to brand implementation and effectiveness monitoring. It also analyzes modern tools for brand promotion, such as content marketing, influencer marketing, interactive events, and brand storytelling. Based on the analysis, conclusions are drawn regarding the importance of an integrated approach to restaurant brand management, combining strategic thinking, creative vision, and adaptability to changes in consumer behavior. The findings can be useful for owners, marketers, brand managers, and restaurant executives who strive to build a strong, recognizable, and emotionally appealing brand that ensures long-term customer loyalty and a stable market position.

In light of recent food safety crises and international trade concerns associated with food or animal associated diseases, traceability has once again become important in the minds of public policymakers, business decision makers, consumers and special interest groups. This study reviews studies on traceability, government regulation and consumer behaviour, provide case studies of current traceability systems and a rough breakdown of various costs and benefits of traceability. This report aims to identify gaps that may currently exist in the literature on traceability in the domestic beef supply chain, as well as provide possible directions for future research into said issue. Three main conclusions can be drawn from this study. First, there is a lack of a common definition of traceability. Hence identifying similarities and differences across studies becomes difficult if not impossible. To this end, this study adopts CFIA’s definition of traceability. This definition has been adopted by numerous other agencies including the EU’s official definition of traceability however it may or may not be acceptable from the perspective of major Canadian beef and cattle trade partners. Second, the studies reviewed in this report address one or more of five key objectives; the impact of changing consumer behaviour on market participants, suppliers incentive to adopt or participate in traceability, impact of regulatory changes, supplier response to crisis and technical description of traceability systems. Drawing from the insights from the consumer studies, it seems as if consumers do not value traceability per se, traceability is a means for consumers to receive validation of another production or process attribute that they are interested in. Moreover, supply chain improvement, food safety control and accessing foreign market segments are strong incentives for primary producers and processors to participate in programs with traceability features. However the objectives addressed by the studies reviewed in this paper are not necessarily the objectives that are of most immediate relevance to decision makers about appropriate traceability standards to recommend, require, subsidize etc. In many cases the research objectives of previous work have been extremely narrow creating a body of literature that is incomplete in certain key areas. Third, case studies of existing traceability systems in Australia, the UK, Scotland, Brazil and Uruguay indicate that the pattern of development varies widely across sectors and regions. In summary, a traceability system by itself cannot provide value-added for all participants in the industry; it is merely a protocol for documenting and sharing information. Value is added to participants in the marketing chain through traceability in the form of reduced transactions costs in the case of a food safety incident and through the ability to shift liability. To ensure consumer benefit and have premiums returned to primary producers the type of information that consumers value is an important issue for future research. A successful program that peaks consumer interest and can enhance their eating experience can generate economic benefits to all sectors in the beef industry. International market access will increasingly require traceability in the marketing system in order to satisfy trade restrictions in the case of animal diseases and country of origin labelling, to name only a few examples. Designing appropriate traceability protocols industry wide is therefore becoming very important.

Big data is pivotal in understanding consumer behavior and predicting consumer decisions. However, research has predominantly focused on specific consumption aspects, with a noticeable gap in systematic reviews on big data’s role in consumer behavior studies. This paper systematically reviews 127 articles to identify key topics, significance, challenges, and emerging trends in the application of big data to consumer behavior research. Our findings indicate that big data analysis in this field primarily focuses on consumer attitudes, behavior patterns, decision-making processes, and the impact of major events. Big data is categorized into structured and unstructured types, with deep learning, machine learning, and text data as essential research methods, particularly for predicting consumer trends. Future research should focus on enhancing data quality, improving model interpretability, and fostering stronger collaboration between academia and industry. This study advances the understanding of how big data can be effectively leveraged in consumer behavior research, highlighting its potential benefits and challenges.

Purpose: The purpose of this paper is to present the results of preliminary research on the impact of restrictions during the Covid-19 pandemic in Poland on consumer behavior. In the research we tried to demonstrate that the pandemic restrictions and austerity have changed individual consumers' behavior in their daily shopping and to what extent. Design/Methodology/Approach: In this research we used survey research method, i.e., CAWI (Computer Assisted Web Interview) technique. The surveyed population consisted of 214 respondents. The research was conducted in the second half of 2020. The sample selection was random. Findings: The results indicate that certain consumer behaviors changed during the lockdown period, indicating the impact of the Covid-19 pandemic on consumer behavior. Practical Implications: The research results obtained can become guidelines for changes in individual customer service. Indeed, it should be kept in mind that the change in consumer behavior under the influence of Covid-19 has three implications for management. First, business must also learn to improvise and become more flexible during a pandemic crisis. The second managerial implication is the matching of demand and supply. The third managerial effect is the occurring likelihood that consumers will not return to their old buying habits unless the technology they learn to use does not bring about significant changes in their lives. Originality/Value: Presented results, complement previously conducted research on the impact of the Covid -19 pandemic on the behavior of Polish consumers. The research was designed to address, to some extent, the research gaps identified by others, in examining the effects of Covid-19 on consumer consumption and behavior.

Consumer behavior at fitness clubs has always been a focus of research in the area of leisure and sports, but few attention has given to changes in consumer behavior in the domestic research cycle. since its appearance in 1990s in China, body building clubs have been playing more important roles in the sporting and exercising consumption of the urban residents. The behaviors of the exercisers are also changing with the social development. To precisely grasp the changes and trends of their behavior is very important whether for the management of the body building clubs or the organization of the national fitness movement. Using Dalian as an example, and through two market researches spanning 8 years, the paper carries out a comparative analysis of the changes in the consumers’ behavior at fitness clubs, and discusses the trends of consumers’ demands. The results could be beneficial for the clubs operation and organizing of sporting and exercising activities.

The development of digital technology has brought significant changes in consumer behavior, particularly through the emergence of the Metaverse and Augmented Reality (AR) as interactive media in the purchase decision-making process. This study aims to analyze the role of the Metaverse and AR in enhancing consumer purchasing decisions in Malang City. The research method used is qualitative with a descriptive approach, through in-depth interviews and observations of consumers who have used Metaverse- and AR-based platforms during transactions. The results of the study indicate that the Metaverse provides an immersive shopping experience that can increase consumer trust, comfort, and emotional engagement. Meanwhile, AR contributes by providing a realistic depiction of products, thus minimizing uncertainty in purchases. Both of these technologies have been proven to strengthen purchase intentions, increase satisfaction, and encourage consumer loyalty. These findings indicate that the use of the Metaverse and AR becomes an effective strategy for business actors in Malang City to face digital competition and respond to changes in modern consumer behavior

Within the framework of the European Green Deal, a circular economy is ensured, which is defined as a sustainable development model that preserves the value of products, materials and resources in the economy as much as possible. Waste sorting is of great importance in this process, as it enables rational management of resources and the return to circulation of already used products, which become raw materials for the production of other products. The proportion of unsorted waste in Latvia is higher than in other European countries, and the shared waste collection system operates with certain problems. In particular, this applies to the collection and management of bio-waste, which is currently one of the weakest sectors in the industry, despite the fact that the Landfill Directive of the European Parliament and the Council stipulates that a separate collection system for bio-waste must be in place by the end of 2023. In the event that the system of separate collection of biological waste is not organized during this period, sanctions may be applied to Latvia. Therefore, it is urgent to understand how to change consumer behaviour and increase involvement in waste sorting as the amount of waste increases, what opportunities and responsibilities exist for the organizations and consumers involved in this process. In this research, the study of consumer behaviour changes and their causes is analysed in the context of public communication and its opportunities. The aim of the article is to assess the importance of communication in encouraging changes in consumer behaviour in waste sorting in Latvia, especially in the bio-waste segment. In order to achieve the goal, an analysis of literature and documents was carried out on consumer behaviour, factors influencing it, consumer habits and communication possibilities for changing them. Consumer involvement and habits in biowaste sorting were investigated through a secondary analysis of previous relevant studies. In order to characterize the communication of waste management companies about waste sorting, a content analysis was carried out. In order to assess the current communication about waste management and sorting and its impact on consumer behaviour, interviews were conducted with communication experts. In general, it can be concluded that the waste management industry in Latvia is fragmented, which promotes competition between companies. However, each waste managing company has different waste sorting systems and other rules, which are not clearly explained to consumers, this communication is general and is not formed on a strategic basis, and in does not contribute to changes in consumer behaviour and an increase in waste sorting.

The coronavirus (COVID-19) pandemic has triggered the most significant global repercussions. This global crisis has drastically transformed consumers' market needs, attitudes,s and purchase intentions. The new market dynamics have taught consumers to set new priorities regarding their shopping habits and consumer behavior. This study examines the global perspective of changing consumer behavior during COVID-19 and reveals the sustainability of which behavioral changes are permanent. This study is based on descriptive research as it describes the changes in consumer behavior during the COVID-19 pandemic. The research design has been conducted using by secondary data method to analyze the changing behavioral perceptions. The results of the study revealed four aspects of behavioral changes. These are changes in shopping behavior, changes in spending behavior, changes in consumer behavior, and changes in brand loyalty. The study's findings also divulged that some consumer behavioral transformations could be endured after the pandemic. This study has important implications for professionals and academicians in adopting marketing decisions by integrating the fluctuating demands of consumers through communicating suitable marketing strategies to survive the transference of consumer behavior instigated by the pandemic.

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets