Abstract
The article presents the results of socio-economic research of factors affecting the economic behavior of economic entities of rural areas, performed on the basis of the theory of super long economic waves. During a large-scale sociological survey in three main age categories of the population, which is represented by different regions, it was revealed, that economic behavior is influenced by the following groups of factors depending on their degree of importance: the moral-religious, political, social, cultural, economic. The results of the research should be taken into account while creating and implementing the macroeconomic policy, including agricultural policy of the state, as well as in the microeconomic policies of firms.
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