Theoretical and Applied Economics
No. 2 / 2026 (647), Summer
Digital trust and consumer psychology: A robust analysis of youth entrepreneurship in emerging Indian markets
City Montessori School, Lucknow, India
Abstract. The paper examines the changing nature of consumer behaviour in the digital business age, and how digital platforms, marketing approaches, and behavioural economics are influencing the relationship between the youth entrepreneurs and contemporary consumers. It was a quantitative study that was carried out in India amongst urban, sub-urban and rural areas through a structured questionnaire that was filled by 900 individuals to ensure generalizability. The research used four central dimensions of digital platform influence, digital marketing effectiveness, consumer trust, and entrepreneurial adaptability by employing statistical techniques based on SPSS with correlation and regression tests. The results showed that the level of consumer perceptions and purchasing behaviour is greatly affected by the digital platform presence, and digital marketing tactics, including social media marketing, SEO, and influencer partnerships, positively impact ROI and brand performance by great margins. Moreover, consumer trust turned out to be a decisive factor of loyalty and preference to youth-led entrepreneurship. Another important observation of the analysis was the positive correlation of entrepreneurial challenges with adaptability, in which, increased digital complexities promote innovation and learning. The findings highlight the complexities of the relationship between psychology, technology, and marketing strategy in the development of sustainable digital entrepreneurship. This research will have an impact on the literature in behavioural economics and digital marketing as it provides practical information to young entrepreneurs aiming to operate in the ever-changing consumer ecosystem.
Contents
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What is the nature of the relationship between inflation and economic growth? Empirical evidence for the 13 least developed African countries
Digital trust and consumer psychology: A robust analysis of youth entrepreneurship in emerging Indian markets
Can monetary policy drive inclusive social development in Africa? Instrumental variables quantile regression approach
Analysing the relationship between tourist flows and socio-economic development. A comparative case study: Romania vs. PIGS countries