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.

Keywords: consumer behaviour, digital entrepreneurship, youth entrepreneurs, digital marketing strategies, behavioral economics, consumer trust.