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CONSUMER PERCEPTIONS OF SUSTAINABILITY, DIGITAL AND GREEN INNOVATIONS IN RURAL ENTREPRENEURSHIP
Abstract
Digital and green innovations in rural tourism and agricultural entrepreneurship is crucial according to sustainability nowadays. Consumers are more interested in enterprises that are responsible and proactive towards sustainable development goals through their activities. This study aims at exploring consumer perceptions of sustainable and smart territorial development through nationwide telephone survey. This study explores consumer attitudes towards sustainability, greenwashing, and digitalization in the context of rural tourism and agricultural business. Therefore, another dimension of this research is assessing the values of consumers consuming rurally produced goods and rural services and their attitudes towards greenwashing. Based on the data collected through the survey, the research examines consumer awareness and preferences towards environmentally friendly agricultural products and the impact of digital tools on rural tourism competitiveness by identifying the key drivers and barriers influencing consumer behavior. This research addresses the intersection of consumer trust, legislation framework, and technological adaptation to contribute to the discourse on sustainable rural development.
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