Evolution of value motives of consumption in post-soviet countries: the example of Ukraine

Abstract

The paper considers the evolution of household consumption in Ukraine to study the changes in consumer behaviour over time. The purpose of this study is to analyse patterns of consumer behaviour in Ukraine and their historical roots. This will facilitate a better understanding of factors driving consumer behaviour of Ukrainians, help forecast its future changes and develop mechanisms and instruments for Ukrainian companies to manage consumer behaviour. Research results reveal that Soviet consumption habits are still affecting Ukrainian patterns of consumer behaviour. Even younger population that has never experienced the Soviet system is affected by its consumptive patterns to some extent. After the USSR’s collapse, Ukraine started to adopt consumer behaviour patterns from the Western world, first of all the consumerism and its inherent consumer protection, as well as the more recent fight against excessive consumption. At the same time, another global consumption trend – creative consumerism – is being actively adopted by Ukrainians, partly because such forms of behaviour are inherited from Soviet society. Modern technologies along with the COVID-19 crisis effect the patterns of consumer behaviour in Ukraine, primarily through the increasing role of online technologies in consumer decision making, in purchasing and post-purchasing processes.