Retail consumer opportunism: realities of consumer behaviour in the digital economy conditions

The article examines the main trends in the development of economic and managerial theories (such as the attitudinal concept, behavioural economy and paternalism), necessitating the introduction of the definition of "retail customer opportunism", research on drivers of its manifestations, as well as the characteristics of customers-opportunists consumer behaviour. The existing approaches to the deviant behaviour of consumers, from the seller's point of view, are indicated; the forms of manifestation of opportunism of the retail customer are described. The criteria for the classification of this phenomenon, the differences and the possibility of applying the theory of opportunistic reactions amidst digitalization are summarized.