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SOCIOLOGICAL ANALYSIS OF ONLINE CONSUMER BEHAVIOR OF GENERATION Z

Martynenko Svyatoslav Vladimirovich  (PhD student, Ural Federal University named after the first President of Russia B. N. Yeltsin, Yekaterinburg, Russia )

The article examines the features of online consumer behavior of generation Z from the perspective of modern sociology. The main factors influencing the formation of behavioral patterns of young people in the digital environment are analyzed, key trends and features of the interaction of representatives of this generation with online services are highlighted.

Keywords:generation Z, online behavior, digital culture, consumer behavior, sociology.
 

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Citation link:
Martynenko S. V. SOCIOLOGICAL ANALYSIS OF ONLINE CONSUMER BEHAVIOR OF GENERATION Z // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2025. -№03. -С. 178-183 DOI 10.37882/2223-2974.2025.03.18
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