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Abstract
<jats:p>The article analyzes the phenomenon of adaptive consumption through the example of the Russian DIY per-sonal computer assembly market in 2020–2025. The author demonstrates how, amid rising prices for compo-nents and declining real incomes of the population, users are actively shifting to second-hand Intel Xeon server processors for LGA 2011 and 2011-3 platforms. Based on the content analysis of the reviews on AliExpress, the discussions on the Overclockers.ru forum, and a series of in-depth interviews (n = 10), the study shows that the main motives for purchase remain cost savings and optimal price-to-performance ratio. Ecological consid-erations are virtually absent from respondents’ narratives. The research confirms the persistent dominance of instrumental rationality over value-based rationality and the weak embedding of the “green” agenda in the eve-ryday practices of Russian IT enthusiasts.</jats:p>