Projected Changes in Consumer Behavior of the Population in the Context of the Introduction of the Digital Ruble: A Sociological Analysis

The article analyzes the results of sociological and economic research on the projected changes in the consumer behavior of Russians in the context of the introduction of the digital ruble in the fall of 2026. The sociological research was conducted using the method of comparative analysis of secondary data from mass surveys of Russians conducted between 2022 and 2026, as well as content analysis of media and social media publications from 2025 to 2026. The key research question is how the consumer behavior of Russians will change in the context of the introduction of the digital ruble, based on the existing expectations and attitudes of Russians. The study was aimed at a comparative analysis of the quantitative and qualitative characteristics of the consumer behavior of Russians in the context of the introduction of the digital ruble. It was revealed that with more than 85% of Russians being informed about the digital ruble, the share of those willing to use it in 2025 increased only to 35%. It is noteworthy that both the advantages and disadvantages of the digital ruble for the population are dominated by the same characteristics: security and government control. There is skepticism among experts about whether the digital ruble will bring real benefits to ordinary people. The arguments are based on two facts: first, digital rubles cannot be deposited or accumulated, which means that they cannot generate passive income in the form of interest; second, using digital rubles for payment will not allow for cashback, which is an important factor for many Russians when choosing a bank. The article describes the prejudices and myths circulating in social media regarding the introduction of the digital ruble. The results of the study contribute to the scientific discourse and provide a basis for further in-depth research on the changes in consumer behavior in the context of the introduction of the digital ruble for payments.

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