Analysis of External Factors Influencing Consumer Behavior During the State of Martial

Abstract

The article systematizes existing traditional external factors influencing consumer behavior, including: cultural, social, personal, economic, technological, political, and legal factors. In addition, the analysis of existing approaches to determining factors influencing consumer behavior made it possible to form additional external factors influencing consumer behavior: environmental factors, media and information influence, trends and fashion, demographic changes, globalization, the COVID-19 pandemic and crisis situations. It was determined that the war is a significant global event that significantly transforms the external environment and has an impact on consumer behavior at various levels. The article also conducts research on changes in consumer preferences during the period of martial law in Ukraine.