The Effectiveness of Public Policy in the Field of Digitalization and Consumption: How Does Macroeconomics Influence Behavioral Patterns in Eastern Europe?

The aim of this study is to evaluate the effectiveness of government policy and analyze the B2C market with a focus on consumer behavior trends in e-commerce within the context of macroeconomic factors. To achieve this goal, descriptive statistics of economic development over the past 5 years were analyzed. The analysis determines the indicators of society’s level of digitalization and readiness to use online technologies to make purchases. These indicators, in turn, impact the economy as a whole. The macro-level factor rating method was also applied to analyze the effectiveness of public policy aimed at digitalization and innovation. The final part of the study is an analysis of the B2C market dynamics; the analysis includes the trend approximation method and a forecast for the near future. The presented approach substantiates consumer trends in the European B2C market, including the Eastern European one, and evaluates how public policy reflects the new economic reality. Quantitative achievements of the study for the period 2018–2023 reveal the following: Internet access among the population in Eastern European countries increased by 11.9%, with a corresponding 18.0% rise in B2C e-commerce volume; the ecological efficiency level in Eastern European countries reached 53.8%, while the Comprehensive Urban–Rural Index (CUR) achievement index stood at 49.4%. These findings underscore the impact of government policies in enhancing digital service accessibility and promoting e-commerce, as well as highlight the current state of the ecological situation in the region, emphasizing the need for further efforts to improve environmental conditions.