CONSUMER BEHAVIOR OF UKRAINIAN HOUSEHOLDS DURING THE FULL-SCALE INVASION: A MICROECONOMIC PERSPECTIVE

Abstract

This article presents a microeconomic analysis of the transformation of Ukrainian households’ consumer behavior during a full-scale invasion. Traditional microeconomic models do not fully account for crisis factors, which necessitates new approaches to analyzing consumer behavior and makes this research topic particularly relevant. The author identifies general trends in household income and expenditure for 2022-2025; examines the impact of war risks and uncertainty on the structure of expenditures; and establishes a correlation between income trends and the structure of expenditures. The identified key trends are: a sharp decline in real incomes during the early years of the war, an increased role of social transfers and humanitarian aid, a concentration of expenditures on basic needs, a reduction in expenditures on durable goods and services, and a gradual recovery of economic activity in 2024-2025. The methodological framework of this article is based on methods of analyzing, comparing, and grouping statistical data, as well as on the scientific generalization and synthesis of microeconomic approaches. Tabular and graphical methods are used to present the research results clearly. The author examines household decision-making under new conditions through the lens of classical and modern microeconomic models, specifically: utility theory, budget constraints, and behavioral economics. The main adaptation strategies are: reducing expenses, using savings, and seeking new sources of income. The article substantiates a microeconomic model of households’ adaptation strategies under crisis conditions, which focuses on households’ behavioral reactions: excessive saving or compensatory consumption. Based on the analysis, the long-term consequences of consumer behavior are identified, which should be taken into account in the strategy for Ukraine’s post-war economic recovery. The practical significance of the article lies in the fact that the results obtained can be used to develop effective social support programs, stimulate sustainable consumer demand under conditions of high uncertainty, and plan for economic recovery in the post-war period.