TThe monograph undertakes an analysis of one of the significant yet still insufficiently explored phenomena of the contemporary economy, namely the influence of political orientation on consumer behaviour and purchasing decisions. This issue is embedded in the broader context of increasing social polarisation, the intensification of political disputes, and the growing importance of non-market factors in economic decision-making processes. As a consequence of dynamic socio-political transformations and changes in market functioning, patterns of consumer behaviour require increasingly complex and interdisciplinary forms of
analysis.