Nadezhda A. Chetverikova, Cand. Sc. (Sociology), Orenburg State University, Associate Professor of the Department of Personnel Management, Service and Tourism, SPIN-code RSCI: 4436-8685, e-mail: nadinka.81@mail.ru
Marina A. Kolmykova, Cand. Sc. (Sociology), Docent, Russian State University for the Humanities, Associate Professor of the Department of Theory and History of Sociology, SPIN-code RSCI: 7794-8778, AuthorID RSC: 747468, e-mail: mari_kol@mail.ru
The relevance of consumer behavior research is determined by several key factors related to the development of modern society and the economy. Here are the main aspects that emphasize the importance of such an analysis: the development of the information society and digital technologies, changing living conditions and environmental demand for goods and services, prevailing value orientations. The subject of research in this paper is consumer behavior in modern socio-economic relations. The authors noted the interdisciplinary nature of the phenomenon and the diversity of researchers’ views on consumer behavior. Attention is paid to the development of a consumer behavior strategy. The paper shows that the historical background of consumption certainly has a great influence on consumer behavior, but the active discussion of new forms of consumer behavior is dictated by digitalization and the transformation of relations in the sphere of consumption of goods and services. The change in the consumption vector from ‘for oneself’ to the point ‘for oneself and society’ is relatively new for both modern consumers and manufacturers of various products (goods, services), where awareness and responsibility in behavior are not always manifested. The article clarifies the concept of ‘consumer behavior’, presents approaches to the study of consumer behavior, shows the evolution of trends in consumer behavior, pays attention to customization as a management technology, and formulates conclusions.
Keywords: social interaction, consumer behavior, consumer behavior models, consumer behavior management, ‘Industry 4.0’, social capital, shared consumption, trust
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