MODIFICATION OF CONSUMPTION RELATIONS IN THE CONDITIONS OF THE DIGITAL ECONOMY
The information environment has provided consumers with the opportunity to expand groups for joint purchases and transfer their consumer preferences to the realm of online choice. In part, this situation wasinfluenced by the introduction of a lockdown in a number of countries, but even after its abolition, consumer orientation has not changed significantly. Accordingly, it can be concluded that the impact of digitalization on consumer behavior in modern conditions was manifested both in a change in consumer preferences regarding an increase in the possibility of choosing a particular product or service, and in the organization of the direct purchase and consumption of goods and services. The acceptance and use of new technologies in times of uncertainty and increasing social distancing is increasingly dependent on the information people get from the media, the Internet and social media, rather than from one’s immediate circle of family and friends. Collective behavior will influence the introduction of digitalization in the consumer environment at a higher rate