CONCEPTUAL FOUNDATIONS FOR THE DEVELOPMENT OF THE REGIONAL CONSUMER MARKET IN THE CONTEXT OF ENHANCING THE QUALITY OF LIFE OF THE POPULATION

The relevance of studying the impact of the consumer market on the quality of life in the regions of Ukraine under the conditions of full-scale war is substantiated. Emphasizing the interdisciplinary nature of the research, the integrated meaning of the concept of "quality of life" is revealed, along with the diversified structure of human needs. Particular attention is paid to existing scholarly approaches to defining "consumer market" and "regional consumer market," especially within structural and functional perspectives. The theoretical framework of the study is characterized, incorporating a set of theories and concepts that explain the interdependence between the development of the consumer market and the quality of life. These include classical economic theories, concepts of public consumption, behavioral economics, and spatial market theories. Key characteristics of the consumer market that reflect the interconnection and mutual influence between consumer market functioning and the resilience of quality of life are identified. These characteristics encompass indicators such as product and financial accessibility, openness, price and product integration, innovativeness, environmental sustainability, inclusiveness, and market stability. A conceptual approach to the development of the regional consumer market in the context of strengthening the resilience of quality of life is presented. Based on the aforementioned characteristics, dominant directions of consumer market transformation are identified to support life quality resilience, including digitalization, socialization, greening of the market, global and regional integration, and market inclusion through equal opportunities for all market participants. To outline strategic development prospects for the consumer markets in Ukraine’s regions, strategic priorities are proposed. These aim to increase population adaptability to socio-economic changes, enhance consumer culture, improve access to quality goods and services, ensure safety and a culture of consumption, deepen the inclusiveness of consumer practices, and reduce the vulnerability of socially disadvantaged groups.