GENESIS OF CONSUMER RISKS AND LEVELING THE DEGREE OF THEIR IMPACT IN THE POST-INDUSTRIAL AND DIGITAL ENVIRONMENT

Abstract

The article determines the actualization of key aspects of consumer risks from the period of formation of the classical marketing concept to the current realities of the post-industrial digital environment, accumulates dominant factor risk groups associated with the process of acquisition and consumption of goods and services by individual customers, assesses the nature and degree of influence of specific consumer risks correlated to the genesis of innovative, communicative and socio-economic development of society.