IMPLEMENTATION OF THE BEHAVIORAL APPROACH IN THE PUBLIC ADMINISTRATION OF UKRAINE UNDER THE CONDITIONS OF MARITAL STATE: CHALLENGES AND OPPORTUNITIES

Abstract

The article explores the opportunities and limitations of implementing a behavioral approach in public administration of Ukraine in the conditions of martial law. The authors note that the current crisis circumstances require public administration to be flexible, adaptive, and apply innovative approaches capable of ensuring a rapid response to challenges and mobilizing civil society. One such approach is behavioral economics, which allows for a better understanding of citizens' motivations and actions, adapting management decisions to their needs, and influencing social behavior. It is emphasized that the implementation of a behavioral approach in public administration of Ukraine faces several barriers, including high levels of stress and distrust in society, limited resources, the complexity of predicting citizens' reactions in conditions of constant danger, as well as ethical dilemmas associated with the use of behavioral change instruments. In addition, the lack of systemic experience in using behavioral approaches in Ukrainian public administration complicates their implementation. Based on the analysis of scientific and practical literature, a number of behavioral strategies have been developed that can increase the effectiveness of public administration in the conditions of martial law. In particular, they propose using SMS notifications for timely informing the population, visual markers for shaping beliefs, social norms for changing undesirable behavior, as well as "commitment plans" to support internally displaced persons. The implementation of these strategies requires adherence to key principles, such as the use of reliable information sources, ensuring transparency, continuous monitoring, and evaluating effectiveness. It’s stated that the implementation of a behavioral approach in public administration of Ukraine in the conditions of martial law requires a comprehensive and strategic approach, which will include pilot projects, training of civil servants, as well as continuous dialogue with civil society. Only with such an approach can behavioral analysis fully help the Ukrainian authorities effectively manage the crisis and maintain the resilience of citizens.