Abstract
The purpose of the study is to identify typical determinants of consumer behavior under martial law. The article attempts to analyze consumer behavior and its impact on the consumer market of Ukraine. The key factors determining consumer behavior in the consumer market of Ukraine under conditions of military operations have been identified. The dynamics of indices of consumer sentiment in Ukraine were analyzed, in particular: indices of inflation expectations, consumer sentiment, current situation, economic expectations, expectations regarding the dynamics of unemployment, and their interrelationships were also analyzed. The trends revealed by the change in the consumer behavior of the population of Ukraine under the conditions of martial law are substantiated. Recommendations for business and government on effective management of the consumer market and ensuring economic stability in conditions of military conflict have been developed.
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