Ordinary Consumers Research Articles

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2004 (FALL-WINTER COLLECTIONS)

Like any phenomenon and objectified human activity, the implication of the historical costume of the19th century in the fashion of the new century is not accidental, but has its roots and protoforms. That is why it isnecessary to examine these protoforms very briefly, and then to successfully explain what is happening on theirbasis. The framework in which the given study is placed has the following parameters – historically it concerns thefashion of the 19th century, taking into account the revolutionary influence of the French Bourgeois Revolution, thevisual expression of the fashionable French women's suit, as well as the male business English suit is taken intoaccount. On the other hand, the most significant and successful fashion collections are examined in terms ofapplying the implication and conceptual dimensions of the historical costume of the 19th century in the practice ofwomen's fashion designers at the beginning of the 21st century. The purpose of the study is most concentrated inshowing the transfer of the successful historical fashion decisions of the costume from the 19th century, which are„noticed again” in the fashion costume at the beginning and the first decade of the 21st century – specifically in thistext 2004, with the key terms of implication and conceptual dimensions of 19th and 21st century fashion costume inthe most successful designer collections. As a researcher, my attention is drawn to the potential contained in theimplication of fashion costume, which is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion, covered by postmodernistideas. The question arises: what are the reasons for individual achievements and finds of one era to be preserved andcarefully transferred to other eras, even at the risk of the re-contextualization of the image originally created andembodied in clothing. Today, no one wears historical costumes just to protect themselves from the elements. Thehistorical costume and the fashion and artistic trends it embodies make it an expensive museum piece. One learnsfrom the taste of the old masters of clothing, from the combination of fabrics, colors and ornaments, from the ideasthat the modern person (whether professional or ordinary consumer) can draw from the found cultural artifacts in thefield of children's, women's fashion or the men's business suit.

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2004 (SPRING-SUMMER COLLECTIONS)

Like any phenomenon and objectified human activity, the implication of the historical costume of the19th century in the fashion of the new century is not accidental, but has its roots and protoforms. That is why it isnecessary to examine these protoforms very briefly, and then to successfully explain what is happening on theirbasis. The framework in which the given study is placed has the following parameters – historically it concerns thefashion of the 19th century, taking into account the revolutionary influence of the French Bourgeois Revolution, thevisual expression of the fashionable French women's suit, as well as the male business English suit is taken intoaccount. On the other hand, the most significant and successful fashion collections are examined in terms ofapplying the implication and conceptual dimensions of the historical costume of the 19th century in the practice ofwomen's fashion designers at the beginning of the 21st century. The purpose of the study is most concentrated inshowing the transfer of the successful historical fashion decisions of the costume from the 19th century, which are„noticed again” in the fashion costume at the beginning and the first decade of the 21st century – specifically in thistext 2004, with the key terms of implication and conceptual dimensions of 19th and 21st century fashion costume inthe most successful designer collections. As a researcher, my attention is drawn to the potential contained in theimplication of fashion costume, which is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion, covered by postmodernistideas. The question arises: what are the reasons for individual achievements and finds of one era to be preserved andcarefully transferred to other eras, even at the risk of the re-contextualization of the image originally created andembodied in clothing. Today, no one wears historical costumes just to protect themselves from the elements. Thehistorical costume and the fashion and artistic trends it embodies make it an expensive museum piece. One learnsfrom the taste of the old masters of clothing, from the combination of fabrics, colors and ornaments, from the ideasthat the modern person (whether professional or ordinary consumer) can draw from the found cultural artifacts in thefield of children's, women's fashion or the men's business suit.

Remanufacturing production decisions considering product life cycle and green consumers' scale in the circular economy

PurposeIn this paper, the authors aim to study the optimal strategy of original equipment manufacturers (OEMs) considering both consumer segmentation and upward substitution of remanufactured products in the product life cycle.Design/methodology/approachIn this paper, the authors develop two remanufacturing models: the OEM remanufacturing model and the authorized remanufacturing model. Then, the authors study the impact of both green consumers' scale and the product life cycle expressed as the market growth rate on the OEM's optimal decision-making. Therefore, the authors derive the optimal solutions of the two models by using game theory.FindingsThe authors find that in the case of low market growth rate, when there only exist ordinary consumers, if the substitutability of remanufactured products produced by the OEM is below one threshold or above another threshold, the OEM can obtain higher profit in the OEM remanufacturing model, and vice versa. If the substitutability of remanufactured products produced by the OEM is below a threshold when there are both ordinary and green consumers, the OEM prefers the authorized remanufacturing model; and vice versa. Moreover, in the case of high market growth rate, the OEM prefers the OEM remanufacturing model only when the substitution-level in OEM remanufacturing model is above a threshold.Originality/valueThe present study fills the gap in existing researches by simultaneously discussing product life cycle and green consumers' scale. The authors provide manufacturers with a new basis for remanufacturing decisions.

Making Bee Bread from Pollen without honeycombs

The production and use of bee bread by humans is very popular due to the unique properties of the product: it clearly differs from the source material (pollen -pollen load) by its beneficial effect on the living organism. Along with a number of diseases that are positively affected by bee bread, one of the most important aspects is the activity against infectious diseases, which is manifested through strengthening the immune system and accelerating the recovery processes. However, bee bread is still produced using traditional methods, which, in turn, is due to seasonality: it is removed from the beehive in spring or late summer; The beekeeper at that time is forced to violate the integrity of the honeycomb with bee bread; Honeycombs are often contaminated with external substances (possible fabrication of artificial honeycomb, bee feed residues, medicinal preparations, etc. Separating bee bread from honeycomb is a rather complex and time-consuming process, which is reflected in the price of the finished product: it may not be available even to ordinary consumers.

GREEN MARKETING IMPACT ON PERCEIVED BRAND VALUE IN DIFFERENT GENERATIONS

In today's world, there is more and more discussions of high production and sales volumes and the abundant global consumption it generates. At the international level, environmental consciousness is beginning to escalate both among businesses and among ordinary consumers. Thus, to find out what marketing activities can help attract different consumers to build a green brand, the research problem arises: what impact does green marketing have on the perceived value of the brand by consumers? Research object: the impact of green marketing on the perception of the brand value of X and Y generation consumers in Lithuanian market. Research aim is to theoretically analyze the concept of green marketing, its components, development, and previous research on the impact of green marketing on the perceived brand value of consumers and to conduct an empirical study to develop green marketing mix recomendations making an impact on perceived brand value of X and Y generations in Lithuania. To achieve the set goals and test the set hypotheses, the research will use two research methods: a questionnaire survey and a semi-structured interview with green marketing experts and green business representatives. Three research hypotheses were made: price is the factor, influencing consumers of generation X more, than generation Y; generation Y consumers are more interested in green products; environmental awareness of brands has less influence on generation X than to generation Y.

The Influence of Tourists' Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism.

In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing.

Research on the prospects of applying socio-demographic data for the analysis of demand management potential

Today, the most developed countries are rapidly increasing the volume of electricity generation based on renewable energy sources, which primarily includes an increase in the share of generation at solar and wind power plants. The increase in the share of their generation leads to problems with maintaining the balance of generation and load. The reason for this is the stochastic nature of the generation of solar and wind power plants. There are a significant number of possibilities to compensate for this problem: maintaining the balance at the expense of existing conventional power plants with a high rate of power change, installation of energy storage at generation sites, shutting down some generation capacity at renewable energy sources, selling or buying energy in neighbouring countries, and demand management. This article focuses on demand management, specifically on the use of the concept of prosumers for this purpose. As process participants in electric power systems, solicitors are also capable of functioning in today's conventional electric systems, provided they gain additional market operations capabilities, but the benefits of the Smart Grid greatly enhance their effectiveness. We considered the potential of attracting Smart Grid players to align load schedules and maintain the balance of active power in the power system. For this purpose, we considered methods and tools for analysing the modes of operation of conventional consumers and solenoid meters. However, to obtain real consumption schedules of a residential area or even an individual house is a difficult task, which requires a significant amount of coordination and at the same time provides information only about individual facilities. That is why the analysis of the modes of operation of requestors is based on the study of load schedules of ordinary consumers based on the software for generating load schedules, taking into account the socio-demographic characteristics of households and international experience in demand management.

Negotiating cultural identity among gay men in Turkey: From belonging to becoming Strangers, to the diaspora of global gay

This article aims to figure out how gay men in Turkey construct their cultural identities and to what extend they feel a sense of belonging to Turkish culture by focusing on how they define Turkish culture, whether they identify themselves as ordinary consumers of Turkish culture or as strangers to it. While doing so, the article also pays attention to impact of globalization which is considerably influential upon the formation of cultural identities. That is, in addition to the circumstances available in Turkey, we aim to discuss how the possibilities enabled by globalization and global gay culture play a significant role for the ways gays construct their cultural identities. Thus, our questions are formed in accordance with the way they define Turkish culture, how they position themselves within it, to what extend they feel as a part of it, and how they interpret global gay culture by comparing it to the circumstances available in Turkey. Based on interviews, we conclude that gays in Turkey do not identify themselves merely with the Turkish culture that they are organically related to and within which they often feel as strangers. Moreover, they culturally feel as members of the diasporic gay communities as a result of the impact of globalization.

Review platforms as prosumer communities: theory, practices and implications

PurposeThis article aims to advance a new theoretical perspective on the basis of prosumption theory, namely, that online review platforms can be conceptualized as prosumer communities (and online reviews as prosumer-generated content). This perspective meshes with message tuning research to suggest specific mechanisms through which peer-to-peer prosumption takes place in online review communities. Overall, this article enriches and deepens theoretical understanding of prosumption behavior in the product review context and offers practical advice for inducing high-value, prosumer-generated content in online communities.Design/methodology/approachExploratory observations of current practices across a wide spectrum of review platforms were conducted. The observed platforms include independent review sites (e.g. Yelp) and review sites affiliated with e-tailers (e.g. Amazon), general review sites (e.g. Viewpoints) and product-specific review sites (e.g. Healthgrades), large-scale review sites (e.g. TripAdvisor) and review sites of a smaller scale (e.g. Judy’s Book) and review sites based in different geographic regions, including Australia (e.g. Productreview.com.au), China (e.g. Taobao), Europe (e.g. Reevoo), India (e.g. Zomato) and North America (e.g. Foursquare).FindingsTheoretical analysis suggests that high-quality review content is the result of collaborative prosumption characterized by three distinct value-adding processes: history-based message tuning, audience-based message tuning and norm-based message tuning. In-depth observations reveal that today’s review platforms are leveraging these value-adding processes to varying degrees. The overwhelming diversity of the observed platform features points to the need for more research on platform design and management.Research limitations/implicationsThis research identifies three distinct dimensions of review quality – novelty, relevancy and congruency – that can be systematically managed through platform design. The exploratory nature of this research necessitates follow-up work to further investigate how high-quality review content emerges in the historical, interpersonal and cultural contexts of online prosumer communities.Practical implicationsThe prosumption-inducing mechanisms identified in this research have major consumer welfare and strategy implications. First, they may lead to novel, relevant and congruent consumer reviews. Second, they may enhance the value of brand communities (which rely heavily on collaborative prosumption).Originality/valueThis research addresses two intriguing questions pertinent to marketing theory and practice in the digital era. First, how do high-quality reviews emerge on product review platforms (which consist of ordinary consumers)? Second, what constitutes high-quality review content and how can platform managers facilitate the collaborative creation of high-quality review content by ordinary consumers?

On the Malleability of Consumer Attitudes toward Disruptive Technologies: A Pilot Study of Cryptocurrencies

The digital transformation of core marketing activities substantially impacts relations between consumers and companies. Novel technologies are usually complex, making their underlying functionality as well as the desirable and undesirable implications hard to grasp for ordinary consumers. Cryptocurrencies are a prominent yet controversial and poorly understood example of an innovation that may transform companies’ future marketing activities. In this study, we investigate how easily consumers’ attitudes toward cryptocurrencies can be shaped by splitting a convenience sample of 100 consumers into two equal groups and exposing them to true, but biased, information about cryptocurrencies (including market forecasts), respectively, highlighting either the advantages or disadvantages of the technology. We subsequently found a significant difference in the trust, security and risk perceptions between the two groups; specifically, more positive attitudes pertaining to trust, security, risk and financial gains prevailed in the group exposed to positively-skewed information, while perceptions regarding trust, risk and the sustainability of cryptocurrencies were weaker among the group exposed to negatively-skewed information. These findings reveal some important insights into how easily consumer attitudes toward new technologies can be shaped through the presentation of lopsided information and call for further in-depth research in this important yet under-researched field.

Pricing strategy and collection rate for a supply chain considering environmental responsibility behaviors and rationality degree

Owing to the coexistence of environmental pollution and green behaviors, optimizing pricing strategy and collection rate is a growing concern. We develop game-theoretical models to investigate these issues in a supply chain considering environmental responsibility behaviors under two scenarios, perfect rationality and bounded rationality. Equal-pricing and differentiated-pricing strategies are given special attention. Under perfect rationality, we find that: (i) for a high unit environmental cost of uncollected used products, to optimize collection rate, the manufacturer makes a trade-off between total environmental cost reduction and the investment in collecting used products, rather than consumers’ demand; (ii) the retailer’s profitability for remanufactured products depends on green consumers partly or fully accepting remanufactured products, especially under equal-pricing; and (iii) when green consumers partly accept remanufactured products, for a medium green consumers’ acceptance degree and a low ordinary consumers’ acceptance degree, differentiated-pricing benefits the manufacturer but hurts the retailer. When there are enough green consumers, the retailer’s interests are aligned with the manufacturer and the supply chain under differentiated-pricing. Under bounded rationality, we find that: (i) compared with perfect rationality, the manufacturer and the retailer decrease the prices for new products and collection rate, and increase the price for remanufactured products, especially under differentiated-pricing; (ii) for a low bounded rationality level, the manufacturer and supply chain are better off by using differentiated-pricing; and (iii) consumers’ multi-dimensional heterogeneities and purchasing uncertainty play important roles in choosing an optimal pricing strategy.

The Value-Translation Model of Consumer Activism: How Consumer Watchdog Organizations Change Markets

AbstractHow do consumer watchdog organizations (CWOs) change markets? Research on consumer activism has prioritized studying grassroots movements of ordinary consumers over more formalized activist actors, resulting in a paucity of theoretical resources for understanding the activism of powerful consumer organizations such as CWOs. This article draws on the sociology of valuation and evaluation to develop a new theoretical model of consumer activism, the value-translation model, which departs from previous research in shifting the focus from activists’ efforts to change which higher-order values govern markets to activists’ efforts to change how they govern markets. Through a historical study of a Danish CWO associated with the comparative-testing movement, the article shows how CWOs “translate” higher-order values into “trials of value” (i.e., practical evaluation procedures that “test” the strength of the connection between goods and higher-order values) and “evaluation agents” (i.e., market actors capable of carrying out and acting on evaluations). Such translations structure how higher-order values influence markets and are therefore critical to manage for directing market change. The study extends our understanding of how objects are systemically valorized and revalorized and how formalized forms of consumer activism can play an important role in such processes.

An attractive proposition? Persuading retail consumers to prefer reward-based crowdfunding for owning upcoming technologies

Can ordinary consumers be persuaded to choose reward-based crowdfunding over retail purchase to own new technologies? To investigate, we developed a C2P (consumer-to-patron) Persuasion Model and tested it using mixed-factorial experimental design. Results showed positive influence of crowdfunding discounts on consumers’ likelihood to fund/refer which was negatively moderated by the expected waiting time to receive product. Affective cues helped with getting referrals but not donations. Technology attractiveness and price, along with consumers’ gender and risk-propensity had significant influences. Based on the findings, we recommend technopreneurs to consciously target ordinary consumers for funding, and e-commerce and crowdfunding platforms to form design synergies.

Research on Legal Protection of Consumers’ Personal Information From the Perspective of Public Interest Litigation

In the era of big data, consumers’ personal information security is facing severe challenges and risks. Therefore, it is urgent and important to strengthen the protection of consumers’ personal information. In the personal information leakage incident of consumers, the victims are unspecified groups, and the number of consumers who have suffered losses and the actual losses of ordinary consumers is uncertain. By filing consumer civil public interest litigation, consumers can be effectively encouraged to defend their rights through litigation, which increases the cost of offense and avails the prevention of illegal behaviors. However, there are still many problems in public interest litigation of consumers’ personal information protection. Firstly, it is difficult to distinguish the subject of infringement and its internal responsibility allocation. Secondly, the level of evidence collection means of procuratorial organs can’t match the needs of the investigation, which disadvantages prosecutors compared with the powerful objects of evidence collection. Thirdly, the problems of jurisdiction confirmation and low efficiency on the referral of jurisdiction have not been solved. Fourthly, the overlapping of laws has caused the judge’s discretion to be too wide. Fifthly, the standard of remedies for infringement is unclear. Based on those above, this paper puts forward some suggestions on public interest litigation of consumers’ personal information from five aspects: positioning the subject of infringement, standardizing jurisdiction, strengthening investigation and evidence collection, perfecting legal responsibility and clarifying the application of law.

Economic Viability of Energy Communities versus Distributed Prosumers

As distribution grids are made to accommodate significant amounts of renewable energy resources, the power system evolves from a classical producer-consumer scheme to a new one that includes individual prosumers or energy communities. This article contributes to the exploration of the solution to the dilemma of whether to be a distributed prosumer or an energy community prosumer by comparing the profitability of these two business models. To achieve this goal, a high-resolution methodology is created for measuring economic performance via proposed indices under different development scenarios of renewable proliferation and various network configurations. The developed methodology considers today’s electricity billing and renewable support scheme net metering. The results indicate that, first, the energy community is a more profitable framework than the individual distributed prosumer: avoided costs for energy community are, on average, 20% higher than for the individual, resulting in a payback period of the energy community that is about two times shorter than for owners of rooftop installations. Such promising results should encourage ordinary consumers to be members of energy communities. Second, the energy losses in the power distribution system are slightly higher for the case of energy communities rather than individual prosumers, yet the difference is insignificant, about 0.2%. Third, regulatory barriers shall be removed to enable participation of Latvian prosumers and distribution system operators to the energy communities, as it will benefit all the stakeholders and facilitate economically efficient energy transition. The results of this study could be adopted by decision-makers, such as government agencies, companies, and solar and wind turbine owners.

«Sanctions 2022»: The Impossibility and Ban on Regulation by The Russian State in A Blow

The paper discusses the consequences of the sanctions and restrictions imposed in February- March 2022 by a number of foreign countries for the “ordinary consumer”. Differences in the impact of sanctions compared to the previously introduced in 2014 sanctions and counter-sanctions on ordinary consumers are discussed, the meaning of this term is clarified. The aim of the article is to analyze the consequences of collective sanctions for the Russian “ordinary consumer” and discuss the first steps to mitigate the effects of sanctions. “Sanctions 2022” is analyzed for the period from February 22 to March 10, their unprecedented nature, medium and long-term consequences are noted. Estimations of the import dependence of Russian airlines are given and missed opportunities for the period 2014–2022 for import substitution in the aviation industry are identified. The situation is characterized in terms of the macroeconomic background and changes in budgetary opportunities to support socially vulnerable segments of the population, the consequences in terms of economic security, the labor market, and the impact of rising prices for essential food products on welfare. The first government efforts to mitigate the effects of sanctions and restrictions are analyzed and recommendations are discussed on possible areas of support for the “ordinary consumer”.

Smart Cities – Overview of Citizen Participation across Application Domains

Smart Cities is a widely discussed topic in the social sciences. At first, awareness of Smart Cities in society was based mainly on the fact that these are cities that use modern information and communication technology (ICT) to ensure the provision of public services to their citizens. However, with the development of technology and the growing openness, the role of citizens in the city administration is changing. Thanks to the day-to-day use of ICT to communicate with the city administration, citizens are gradually becoming from ordinary consumers of public services to their co-designers and co-authors. The existing body of literature has so far focused mainly on describing examples of forms of involving citizens in the design and creation of specific public services in selected application domains. However, a comprehensive overview and comparison of citizen participation between different application domains is lacking in the literature. Therefore, the aim of this article is to provide an overview of the development of citizen participation in the concept of Smart Cities and its various application domains. Our research has shown that the topic of Smart Cities is a widely discussed topic in society, especially over the last 10 years. At the same time, our findings confirmed that there exist differences between application domains in citizen participation. From an analysis of published scientific articles on Smart Cities, we found that most of the articles on Smart Cities deal with the fields of natural resources and energy, transportation and mobility, and living. However, from the perspective of the participation of citizens, there are other application domains at the top of the number of publications.

Цифрові маркетингові комунікації в Україні в аспекті готовності споживачів

Цифрові маркетингові комунікації в Україні в аспекті готовності споживачів

Sensing beyond Senses: An Overview of Outstanding Strides in Architecting Nanopolymer-Enabled Sensors for Biomedical Applications.

Nano-enabled sensing is an expanding interdisciplinary field of emerging science with dynamic multifunctional detecting capabilities, equipped with a wide range of multi-faceted nanomaterial having diverse dimensions and composition. They have proven to be highly robust, sensitive, and useful diagnostic tools ranging from advanced industrial processes to ordinary consumer products. As no single nanomaterial has proved to be unparalleled, recent years has witnessed a large number of nanomaterial-based sensing strategies for rapid detection and quantification of processes and substances with a high degree of reliability. Nano-furnished platforms, because of easy fabrication methods and chemical versatility, can serve as ideal sensing means through different transduction mechanisms. This article, through a unified experimental-theoretical approach, uses literature of recent years to introduce, evaluate, and analyze significant developments in the area of nanotechnology-aided sensors incorporating the various classes of nanomaterial. Addressing the broad interests, the work also summarizes the sensing mechanisms using schematic illustrations, attempts to integrate the performance of different categories of nanomaterials in the design of sensors, knowledge gaps, regulatory aspects, future research directions, and challenges of implementing such techniques in standalone devices. In view of a dependency of analysis and testing on sustained growth of sensor-supported platforms, this article inspires the scientific community for more attention in this field.

European gas market: Finding a balance between supply and demand sides in the context of the energy crisis

Currently, the demand for the supply of liquefied (LNG) and compressed (CNG) gas to the EU regional market significantly exceeds its supply. For the past five years, the gas market in Europe has been exclusively a buyer’s market, аble to dictate the main demand constraints in this market. However, since the autumn of 2021, the trend has changed in favor of suppliers, i. e. the supply side. The trend change occurred due to a number of reasons that led to the fact that world energy prices rose rapidly, reaching such a high level that entire industries, private entrepreneurs and ordinary consumers became insolvent in a short time. The article examines the main suppliers of natural gas to the EU countries, analyzes the dynamics of renewable and non-renewable sources in the production of electricity in the Europe. The possible delivery volumes of major natural gas suppliers, including the supply of compressed and liquefied gas, are analyzed. The purpose of the study is to identify the key causes of the current energy crisis in the European gas market. The research consists in assessing the factors shaping the supply-demand ratio in the regional European gas market in the medium term, as well as in answering the question: will Russian gas really not find its buyer in other regional markets?Conclusions are drawn that the current situation of natural gas supplies from Russia to European countries should be considered from the standpoint of the existing long-term cooperation between Gazprom PJSC and European companies. Otherwise, the European economy will feel the negative impact caused by the shortage of supply оn the gas market.