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The article is aimed at substantiating the model of relationships in the consumer market under conditions of postindustrial society. On the basis of consideration of the consumer behavior from the viewpoints of economic, sociological, and psychological approaches, the main aspects of the consumer activity under conditions of postindustrial society have been allocated. It has been concluded that the modern consumer market is inherent in the model, in which an individual is not merely a consumer of material comforts, but also has intelligence and spirituality, that significantly impacts the formation of one’s own preferences. Consequently, the consumer’s behavior is determined not only by the economic, but also by the social, political, psychological, religious, legal, ethical, environmental, and other factors. Another defining feature of this model is the restoration of a lost relationship of the individual benefit and the public benefit. It has been proven that the triad of «society – market – individual», thanks to its dynamism, openness, and constant generating the enriched cross-linkages, becomes a system, which is capable of self-development and which essentially corresponds to the content of the postindustrial relationships. |
