ТРАНСФОРМАЦІЯ СПОЖИВЧОЇ ПОВЕДІНКИ УКРАЇНСЬКИХ ДОМОГОСПОДАРСТВ У КОНТЕКСТІ ПОВНОМАСШТАБНОЇ ВІЙНИ

The full-scale war in Ukraine has triggered profound disruptions across the national economy, significantly transforming household consumption behavior and reshaping the structure of consumer demand. The study aims to explore the transformation of consumer behavior of Ukrainian households during wartime through the identification of key market shifts and the analysis of adaptive strategies under conditions of uncertainty. The research is grounded in a multidisciplinary methodology that integrates behavioral economics and macroeconomic analysis. The paper identifies three major vectors of market transformation – macroeconomic destabilization, disruption of logistics chains, and demographic changes – which have collectively redefined consumer priorities, expenditure structures, and access to goods and services. As a result of inflationary pressures, supply constraints, and mass displacement, households adopted consumption models centered on the rationalization of spending, prioritization of basic needs, and increased sensitivity to price fluctuations. The research emphasizes that these adaptive behaviors are not only reactive but also strategically oriented toward ensuring long-term household resilience. Particular attention is paid to regional disparities in consumer responses, which are shaped by varying levels of economic strain and demographic change. The study also explores how the reconfiguration of domestic supply chains and the growing role of local production influence consumption choices. Moreover, the evolution of financial decision-making under high uncertainty highlights a shift from investment-oriented strategies toward precautionary saving and essential spending. These findings reflect the emergence of new consumption patterns adapted to crisis conditions and constrained economic environments. The study highlights a fundamental shift toward short-term consumption strategies and the development of resilient household behaviors in response to economic shocks. The practical relevance of the research lies in its potential to inform public policy aimed at stabilizing consumer markets, supporting household resilience, and designing effective crisis-response measures in the face of prolonged socio-economic turbulence.