Потребителското поведение в предвидимото бъдеще – промени и предизвикателства
Consumer behaviour in the foreseeable future – changes and challenges

Author(s): Violeta Peteva Laskova
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: consumer behaviour; homo reciprocans; consumer-activist; adaptive entrepreneurship; connected consumers
Summary/Abstract: Dynamic and radical changes in the economic and social environment in the second decade of the 21st century have a direct and somewhat dramatic ef-fect on consumers and their behavior. Two main superpowers, technology and globalization, shape the modern reality. They penetrate not only in the material basis of society and in all spheres of public life, but also in the thinking and behaviour of the people. In the modern digital world, everything changes – people, their understandings and values, their lifestyle and consumption. This report ex-amines some key trends and changes in consumer behaviour, namely: intention for a modest and healthy lifestyle (clean living); seeking access, not ownership; the rise of the consumer-activist; intention for health and beauty; intention for adaptive entrepreneurship; desire personalization of the products; sharing econ-omy, etc

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