CONSUMER PERCEPTIONS OF SUSTAINABILITY, DIGITAL AND GREEN INNOVATIONS IN RURAL ENTREPRENEURSHIP

Ksenija Furmanova, Gunta Grīnberga-Zālīte, S. Zēverte-Rivz̆a, Baiba Rivža, Līga Paula · 2025 · International Multidisciplinary Scientific GeoConference SGEM ...

Summary. Consumers increasingly prefer rural businesses that pursue sustainability and digital innovation. This study surveyed consumers nationwide about their attitudes toward sustainable practices, greenwashing, and digitalization in rural tourism and agriculture. The research identifies what drives consumer choices for environmentally friendly products and digital services, examines consumer awareness of greenwashing, and reveals barriers to adopting digital tools in rural tourism. Consumer trust, legislation, and technology adoption shape sustainable rural development.

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@article{furmanova-2025-consumer-perceptions-sustainability-digital-green,
  title   = {CONSUMER PERCEPTIONS OF SUSTAINABILITY, DIGITAL AND GREEN INNOVATIONS IN RURAL ENTREPRENEURSHIP},
  author  = {Ksenija Furmanova and Gunta Grīnberga-Zālīte and S. Zēverte-Rivz̆a and Baiba Rivža and Līga Paula},
  journal = {International Multidisciplinary Scientific GeoConference SGEM ...},
  year    = {2025},
  doi     = {10.5593/sgem2025/5.1/s20.044},
  url     = {https://doi.org/10.5593/sgem2025/5.1/s20.044}
}

TY  - JOUR
TI  - CONSUMER PERCEPTIONS OF SUSTAINABILITY, DIGITAL AND GREEN INNOVATIONS IN RURAL ENTREPRENEURSHIP
AU  - Ksenija Furmanova
AU  - Gunta Grīnberga-Zālīte
AU  - S. Zēverte-Rivz̆a
AU  - Baiba Rivža
AU  - Līga Paula
JO  - International Multidisciplinary Scientific GeoConference SGEM ...
PY  - 2025
DO  - 10.5593/sgem2025/5.1/s20.044
UR  - https://doi.org/10.5593/sgem2025/5.1/s20.044
ER  - 

Details

DOI

10.5593/sgem2025/5.1/s20.044

Countries

Latvia

Regions

Europe

Categories

entrepreneurship, climate-and-environment, broadband-and-digital

Added

2026-04-28