Поведінкові реакції економічних агентів на інституційні обмеження та нестабільність правил у процесі прийняття економічних рішень

The modern economic environment is characterized by a high level of institutional uncertainty, which significantly affects the behavior of entrepreneurs and consumers and the results of economic activity. In conditions of military, political and regulatory upheavals, the problem of adaptation of economic agents to unstable rules becomes particularly relevant. The purpose of the study is to identify and scientifically substantiate the patterns of behavioral reactions of economic agents to institutional restrictions and instability of rules in the process of adopting economic levels. The study is based on a combination of institutional and behavioral approaches, which allowed us to consider economic behavior not only as the result of rational choice, but also as a reaction to restrictions, risks and uncertainty of the environment. A comparative analysis of behavioral patterns of entrepreneurs and consumers in stable and unstable institutional conditions was applied. A generalization of the results of modern theoretical and empirical research was used, as well as an analysis of the current Ukrainian context. The main hypothesis of the study is the assumption that institutional instability systematically determines protective and short-term oriented behavioral reactions of economic agents. The novelty lies in the simultaneous analysis of the reactions of entrepreneurs and consumers and the identification of mechanisms of their mutual reinforcement. The methodological basis is the methods of scientific generalization, system analysis, comparison and logical modeling. Elements of scenario analysis and identification of typical institutional challenges and corresponding behavioral responses were used. Qualitative analysis of survey results, analytical reports and statistical observations was applied. As a result of the study, the behavioral models of entrepreneurs and consumers in different institutional conditions were systematized. It was established that stable rules contribute to long-term planning, investment activity and compliance with norms, while instability stimulates caution, investment postponement, savings growth and behavioral toning. The role of informal institutions as a compensatory mechanism and the weakness of formal rules is characterized. The presence of negative feedback loops between business and consumer behavior is revealed, which can lead to economic stagnation. Typical scenarios of institutional challenges and the corresponding reactions of economic agents are summarized. Recommendations are proposed to increase the stability of the institutional environment and take into account behavioral factors in economic policy. The theoretical significance of the study lies in the possibility of applying the conclusions in the formation of economic and regulatory policy, as well as in strategic business planning in conditions of uncertainty. The originality of the study lies in the comprehensive analysis of behavioral reactions of different types of economic agents to institutional instability and in identifying mechanisms of their interaction. The main conclusions emphasize the critical role of stable rules for the formation of productive economic behavior. Prospects for further research are related to the quantitative verification of the formulated hypotheses and the analysis of the dynamics of behavioral changes over time. The limitation of the study is the predominantly conceptual and analytical nature of the results obtained. Type of article – theoretical.