The rapid development of artificial intelligence, big data, and digital technology has fundamentally changed the way humans interact, make decisions, and build economic relationships. In this context, consumer behavior can no longer be understood solely through conventional approaches. Today’s consumers live in a complex algorithmic ecosystem, where data, technology, and ethical values intertwine, forming new, dynamic and often paradoxical behavioral patterns.

This reference book is designed to provide a comprehensive understanding of consumer behavior analysis in the era of AI and big data, integrating technological aspects, business strategy, and ethical and privacy dimensions into a single, integrated framework. The discussion focuses not only on how data and AI are leveraged to create economic value, but also on the accompanying social, moral, and humanitarian implications. Therefore, this book is expected to serve as a reference for academics, practitioners, students, and policymakers seeking a more critical and balanced understanding of
the digital consumer behavior landscape.