DIGITAL ERA CONSUMERS’ ATTITUDES ABOUT SOCIAL NETWORKS INFLUENCE ON GREEN MARKETS PRODUCTS PURCHASE

Abstract

The modern era is a period of rapid development of technology that is characterized by rapid changes of
everyday life of consumers. According to the changes, consumers of fresh agricultural products also tend to adapt to the
trend. Object research is based on the analysis of consumers’ offers, preferences and needs, with the aim of market
sellers’ acceptance of digital consumers’ way of thinking of. Namely, the research results are aimed at adapting to the
targeted population of consumers. The research results after the Covid-19 Pandemic show that the generation of digital
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age consumers is very numerous and has a relevant market potential and identity, in comparison to previous productions.
The number of these consumers is significant and affects the change in the sales strategy of fresh agricultural products.
So, markets and sellers must accept these changes if they want to win and keep new digital age customers along with
their traditional customers. Social networks are a fundamental factor in adaptation to ?????? sales and making
purchasing decisions. The aim of this work paper is to investigate the role and importance of social networks in the
purchase process and focus on the consumer in the context of digital sales and communication. The research is based on
a theoretical approach to the influence of social networks on making a purchase decision from the consumer's point of
view, the author's experience, and an ?????? survey of consumers who use social networks under the age of 30, on a
sample of 200 consumers. Based on consumer satisfaction, a conceptual research model was structured and hypotheses
were defined, and they are verified using different statistics softwares. The research results were analysed and presented
using statistical data processing methods in the form of tables and graphs. Recommendations in the form of conclusions
present the theoretical framework of the influence of social networks on the purchase decision and show the views of
the respondents of the conducted research in order to draw conclusions about the extent of their influence on the domestic
market.