The article deals with the study of the consumer behavior by considering the supply chain strategy in the context of a rapid digital transformation. The urgency and significance of the identified problem for science and practice are stipulated, on the one hand, by objective economic laws and major trends of the modern era, and on the other, by the problems of developing a model of the digital consumer’s responsible purpose of this research is the development of ideas about factors (determinants) influencing consumer behavior in the context of digital transformation, which at present is acquiring not only a socio-economic, but also a considerable ethical significance. |
