Mastynets M. Social Determinants of Consumer Behavior in the Modern Society.

The object: consumer behavior in modern conditions; The aim: characteristic of the system of social determination of consumer behavior and definition of its specifics in modern conditions; The research methods: general scientific methods: system and comparison analysis, generalization; expert poll, focused individual interview, dense data description, content analysis; The theoretical and practical results: the scheme of system of determinants of consumer behavior in the conditions of modern society has been made; the theoretical interpretation of the term "consumer paradox", which describes the essence of modern consumption, has been carried out; the development of consumer society in Ukraine that has "hybrid form" has been analyzed; The novelty: the sociological approach to the consumer society, functions and specifics of consumer behavior in modern society, in particular in Ukraine, has been conceptualized as well as social determinants of consumer behavior in modern conditions were defined; The level of implementation: statements and conclusions of the research taken may be used to develop sociological and marketing researches of consumer behavior as well as educational courses of sociology of consumption, economic sociology, marketing, sociology of culture, sociology of communications and sociology of everyday life.