Transformation of models of consumer behavior of the Russian population in the new geopolitical and pandemic reality

Abstract

The article highlights the specifics of the progressive transition from classical models of consumer behavior of the population to new anti-crisis macro-models determined by new factors and conditions of geopolitical and pandemic reality. Three "relevant" macro-models of consumer behavior are proposed: the socially surplus "spoiled consumer", the socio-technological "technologized consumer" and the socio-informational "informed consumer". It is proved that the geopolitical and pandemic reality in their interrelation form new trends in the structure of consumer behavior of the Russian population, including the growth of exchange processes in the consumer market. It is noted that in modern conditions it is important to take into account not only the consumption of goods and services, but also the consumption of information as a key factor of the digital society. The authors emphasize that the consumer's personal information request is a consequence of external information pressure.