CHANGING THE BEHAVIOR OF ECONOMIC ENTITIES IN THE CONTEXT OF WAR IN UKRAINE

Abstract

Introduction. The war in Ukraine has led to a change in behavioral patterns of economic agents (population, business entities, civil society organizations, governing bodies), which can be observed in the mobilization of economic agents to accumulate material and human resources in the process of countering the enemy. In this context, there is a need to apply the scientific foundations of behavioral economics to the peculiarities of the conflict and the adaptation of people's behavior to these extreme conditions, as well as their resilience in such circumstances. The purpose of the article is to identify and justify the changes in behavioral patterns of economic agents in the conditions of war in Ukraine. Methods. The research utilizes dialectical analysis, synthesis, logical generalization, as well as comparison and formalization methods. Results. The model of public behavior in times of war is examined through the theoretical principles of behavioral economics, namely the economics of violent conflicts, which is grounded on the monopoly of state violence, the compromise between utility maximization and physical security in decision-making, and changes in the system of individual preferences. The analysis reveals certain similarities in the behavioral reactions of economic agents in times of war and in times of pandemic, which has ensured a certain level of readiness of the public administration system, business, and civil society to the challenges and threats of war. The following changes in economic behavior are emphasized and thoroughly examined: the change in the level of civil society activity and the role of altruism in the economic progress of the state, changes in consumer behavior, and new trends in employment and education.