A STUDY OF MARKETING STRATEGIES AND THE BEHAVIORAL MODEL OF GENERATION Z IN CONDITIONS OF UNCERTAINTY

Abstract

This article presents a comprehensive study of marketing strategies and behavioral models of Generation Z under conditions of instability. It is substantiated that contemporary behavioral patterns of young consumers significantly transform classical marketing approaches, necessitating the development of adaptive strategies for brand interaction with this age group. Generation Z is considered a distinct socio-economic cohort of consumers characterized by digital socialization, heightened sensitivity to social and environmental issues, a strong orientation toward authenticity in communication, and high expectations regarding the personalization of consumer experience.

Based on an analysis of contemporary scholarly research, the digital environment is identified as a key factor shaping youth consumer behavior. The study also substantiates the existence of several unresolved scientific issues related to the insufficient contextualization of Generation Z behavioral models within the specific socio-economic conditions of Ukraine, particularly in the context of heightened uncertainty, wartime challenges, and the transformation of young people’s value orientations.

The paper systematizes the main motivational and behavioral determinants of online purchasing decisions, including the importance of digital service usability, the social attractiveness of online consumption, environmental awareness, the quality of logistics services, and the continuous availability of platforms. It is demonstrated that the combination of functional, social, and value-based factors forms a comprehensive model of Generation Z consumer behavior that directly influences demand structure and the nature of brand interaction.

The article substantiates the relevance of implementing integrated marketing strategies focused on communication personalization, the development of digital engagement, and the strengthening of corporate social responsibility. It is shown that the effectiveness of marketing decisions largely depends on brands’ ability to demonstrate transparency, ethical conduct, and social relevance in their activities, particularly in conditions of ongoing societal transformation.