The problem of self-preservation behavior in the age of digital communications

The article is devoted to the analysis of self-preservation behavior in the context of digital transformation of society. Based on the theory of planned behavior, the theory of self-determination, and the model of health beliefs, three mechanisms of transformation of self-preserving behavior are identified: distortion of perceived behavior control, frustration of basic psychological needs, and asymmetry of risk and benefit perception. It has been revealed that digital platforms undermine autonomous motivation and reduce the sustainability of health-preserving practices, despite the growing awareness of the population. The results can be used in the development of social and health policy in the context of digitalization.