EUROPEAN URBANIZATION – BETWEEN STRENGTHS AND RISKS

Abstract

On the European continent, urban population, representing a significant segment of the market, with features specific to a particular model of purchase, consumption, lifestyle, etc. , has the potential for growth. The possible effects of this increase (strengths or risks), include: increasing opportunities for employment, increasing level and structure of demand for consumer goods and, in conjunction, of the level and structure of supply, raising of the standard of living, changing requirements and personal taste level population, increased interaction, socializing, psycho-social conversions on the recently urbanised population as well as for the people there, etc. but also the increase in demand for land areas intended for dwellings, commercial premises and hence reducing spaces with vegetation, increasing the degree of concentration of the population in a small grounds, effects on air quality, etc. This study highlights dynamic and interdependent effects of European urbanization on the human population, businesses, and the environment.