Consumer behavior of Russian youth in the context of sanctions

The article delves into the phenomenon of consumer behavior of young people in the context of a new economic reality formed by the introduction of several packages of economic sanctions and a number of related adverse factors which form a new way of thinking among young people, which directly affects consumer behavior, and therefore it is important for manufacturers to take into account these changes. The author analyzes approaches to the study of consumer behavior from the point of view of economic theory, sociology and psychology. The features of youth as a specific socio-demographic group are considered. The results of sociological and marketing research are presented as an evidence base. Conclusions are drawn about the continuing strategy of rational consumption, the growing share of online purchases, the increasing role of market places, the demand of young people for eco-friendly products and ethical brands based on the principle of “healthy for me and for the environment”.