DIDACTIC MODEL FOR DEVELOPING RATIONAL FINANCIAL BEHAVIOR IN THE DIGITAL ENVIRONMENT: MERGING ECONOMIC AND ETHICAL-ECOLOGICAL PARADIGMS
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Author(s): | Koltsova A. A., Kostikova N. N., N. M. Starobinskaya, Tikhonova A. M., |
| Number of journal: | 1(74) | Date: | March 2026 |
| Annotation: | The article addresses the problem of developing competences for rational financial behavior among students in the context of societal digitalization. The rapid development of financial technologies and the pervasive mediatization of everyday life create a fundamentally new environment for economic decisions, characterized simultaneously by expanded opportunities and increased risks. On the one hand, the digital environment provides unprecedented access to capital management tools, investment platforms, and data; on the other hand, it generates challenges such as information overload, the spread of phishing attacks, the use of behavioral manipulations in marketing, and the commercialized discourse of “conscious consumption” on social media. Traditional educational models based on the postulates of neoclassical rationality (homo economicus) prove insufficient for preparing students to navigate this complex reality. A methodological gap arises between the theory of rational choice and the practice of decisionmaking mediated by digital interfaces, emotional triggers, and environmental imperatives. Based on an analysis of mo- dern pedagogical approaches and empirical data obtained during the implementation of financial and economic disciplines, the authors propose an interdisciplinary educational model that synthesizes the principles of economic rationality and ethical-environmental awareness. The model includes cognitive, activity-based, and behavioral levels, ensuring a systematic transition from the assimilation of declarative knowledge to the formation of sustainable practices and personal behavioral patterns. Particular attention is paid to digital tools not only as an object of study but also as a didactic environment for modeling behavioral scenarios (phishing analysis, crowdfunding campaigns) and developing critical content analysis. The research results demonstrate the potential of integrating the methodological apparatus of behavioral economics, marketing theories, and environmental ethics into educational programs of higher schools, which contributes to the formation of a comprehensive financial culture adaptive to the demands of the digital era. | ||
| Keywords: | financial literacy, rational behavior, digital environment, pedagogical model, interdisciplinary approach, behavioral economics, conscious consumption, critical thinking, educational programs, students |
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| For citation: | Koltsova A. A., Kostikova N. N., Starobinskaya N. M., Tikhonova A. M. Didactic model for developing rational financial behavior in the digital environment: merging economic and ethical-ecological paradigms. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;1(74):452—459. DOI: 10.25683/VOLBI.2026.74.1535. |
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