Diagnostics of latest trends in the formation of patterns of consumer economic behavior

The article is dedicated to identifying the latest trends and factors shaping patterns of consumer economic behavior. The main characteristics of consumer behavior patterns are repeatability, predictability, complexity, adaptability, individuality, and rationality. The article aims to identify the latest trends and factors that shape patterns of consumer economic behavior in the context of orientation to innovations and digitalization processes. The methodological basis of the research is a comprehensive approach to diagnosing the latest trends in the behavior of economic subjects, which involves identifying and grouping factors (global, pan-European, national scale) of transformation of consumer economic behavior patterns under the influence of digitalization processes in society and economy – on a universal scale; specific factors of military influence – at the level of Ukraine’s national economy and on the scale of its territories. It is noted that consumer behavior models developed based on modern applied research differ in the following key aspects: the number of identified stages and degree of detail; research focus; consideration of “external” environmental factors and “internal” factors of consumer behavior; consideration of feedback; industry specifics; consideration of cultural peculiarities of consumption in different countries or regions; focus on short-term decisions or long-term perspective. It is proven that digitalization significantly transforms consumer behavior, affecting their habits, expectations, and decision-making processes. The main aspects of this influence include the growth of online purchases, use of mobile devices, personalization of experience, influence of social networks, increased awareness and demands, and changes in consumption structure. When examining the national characteristics of Ukrainian consumer behavior, it is necessary to consider the negative factors of military influence. The transformation of consumer behavior models during wartime occurs due to high sensitivity to price dynamics, changes in consumer priorities, increased empathy and activation of support for local producers, and rapid adaptation to changes. Keywords: economic behavior, consumer behavior model, trend diagnostics, factors forming the model, digitalization, innovation, military influence.