The purpose of the study is to identify trends in the economic behavior of the population in the field of consumer, saving, investment, and credit activity. The analysis of human economic actions only for solving scientific problems is divided into the listed types, but in practice, an individual makes a particular decision (chooses a certain strategy) under the impact of simultaneously influencing groups of factors that depend on gender and age, place and living conditions, social affiliation-income group, level of education, psychological and value attitudes, level of development of the financial infrastructure in a certain territory, stage of economic development of a country and / or region. And now another significant factor has been added — the coronavirus pandemic and its consequences. The article presents the results of the first stage of the interdisciplinary research project "Socio-psychological factors of economic behavior of the population: risks and opportunities (cross-country comparisons)" carried out by the authors. On the basis of the data obtained with the help of the sociological tools developed by the authors, the types of economic behavior are investigated in terms of four psychosocial aspects closely related to the features of mentality: trust, risk, stress, responsibility. An interdisciplinary approach to the study of the motives and strategies of economic behavior provides identification of the most realistic picture of all current risks and opportunities for population in the financial and consumer services market. At the second stage, the data obtained by the authors from the results of the survey of the Russian population, will be compared on the basis of a comparative analysis with the outcomes of the forthcoming surveys of respondents from Poland, Belarus, Lithuania and Slovakia.
The article analyzes various studies in the field of population behavior in the financial market. Since psychological factors related to mentality, temperament, and risk-taking play an important role in implementing financial strategies, along with rational motives, women and men may behave differently. An attempt is made to answer the question: whether there are significant gender differences in financial behavior models, and whether this aspect requires a close attention of scientists who study trends and features of forming strategies of Russians when making economic decisions. A review of Russian and foreign studies aimed at investigation of gender characteristics of investment behavior and financial literacy is performed. Traditionally, in most families, men are responsible for the financial situation, they are more concerned with providing for their family, earning and multiplying money. Women, as a rule, are more concerned with the «inner» side of family life — so that everyone is fed, dressed, shod, and provided with everything necessary. Therefore, if both of them have decided to invest, the emphasis in the well-known formula «save and multiply» is made by men on the second word, and by women — on the first. As a result, women are significantly less likely to take risks and more likely to make profitable transactions. Men are more prone to take risks, for them it is not so much the result of investment that is important, as the excitement, and work in the financial markets is somewhat akin to hunting. Probably there are some primitive triggers at the level of the subconscious that are blocked by the norms of morality and etiquette in society. For women, stability is much more important, and the desire to maintain a sense of security prevails rather than a thirst for risk. The study revealed poor elaboration of this topic, lack of Russian research on gender-specific financial behavior due to the underdevelopment of the Russian financial market, as well as the lack of sufficient supply of financial instruments for further accumulation of experience in implementing their strategies by representatives of both genders.
The article analyses the current realities of consumer behaviour, the reasons that prompted the population to change the vector of their consumer strategies, global and Russian trends in consumption. The economic and political upheavals of recent years, consisting in the food embargo, the devaluation of the ruble, the decline in buyers’ incomes have led retailers and their suppliers to understand and respond quickly to the transformation of the needs of the population, its resource capabilities and motivations for buying. The development of digital technologies, online market, the emergence of innovative instruments of the transaction entails the formation of new trends in consumption that require constant evaluation and monitoring. Data on customer behaviour in combination with demographic trends, indicate a steady shift, which leads to the fact that purchases will be more deliberate and targeted. Demonstrative consumption will give way to a more practical one. A free search of the transaction will be replaced by higher selectivity of purchases and the use of equipment and tools that have emerged during the crisis.
В монографии «Финансовая грамотность и финансовое просвещение населения: атлас российских практик» представлен спектр различных практик в области финансового просвещения граждан в регионах России. Путем анализа регионального опыта в области повышения финансовой грамотности были аккумулированы актуальные, представляющий высокий научно-прикладной интерес и значимость, практики, для дальнейшего осмысления и определения лучшего, эффективного опыта с целью его масштабирования и совершенствования. Материалы монографии представляют интерес для научных работников, государственных органов власти, преподавателей высших учебных заведений, аспирантов и студентов, изучающих тематику финансовой грамотности и финансового просвещения населения.
In modern society, the younger generation is one of the most creative and active parts of its functioning. The constantly changing monetary attitudes of young people act as a driving force that affects the level of competitiveness and dynamic development of the socio-economic sphere. The attitudes of young people towards money and its management determine the vector in the formation of both an economically strong, politically stable state and an entire society. A stable set of attitudes is determined by the attitude to money, preferences in its management, goals, and strategies in the formation of various types of financial behavior, ways to achieve material well-being, orientation to economic values, and other important components. In this article, the author presents partial results of a large-scale study on the behavior of young people in the financial market, which reflect the monetary attitudes of young Muscovites that determine behavior in various areas of financial life: the desire to improve well-being, goals, and methods of achieving financial well-being, attitude to money and ways of managing it, attitude to savings and savings instruments, the investment potential of young people, as well as plans for the use of investment instruments. As a result of the conducted research, the following was revealed: the majority of respondents are characterized by a critical attitude to monetary transactions and financial institutions, lack of inclination to excessive spending, and risky investment. The desire of young people to accumulate and find ways to increase capital indicates far-sightedness, and preferences in financial instruments with the lowest share of risk, indicates caution in matters of capital management. This is an active, not afraid of the new, generation of Muscovites, showing a desire and interest in new forms of financial relationships, young people who form trends, young people whose attitudes, needs, and behavior need to be constantly studied by all participants of the financial eco-system.
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