CONSUMER KNOWLEDGE,RIGHTS AND BEHAVIOUR OF COMMUNITY CONSUMER LEADERS

Research has indicated that the attitudes of teachers are often reflected in their students.¹ If so, then what are the attitudes that potential community consumer educators may pass on to the people in their localities? Is there a relationship between their knowledge of consumer rights and responsibilities, and their opinions and behaviours? The knowledge, opinions and behaviours concerning consumer rights and responsibilities of community consumer educators may be reflected in their effectiveness in conducting community programs. Are they knowledgeable of their consumer rights and responsibilities? Do their own reported marketplace behaviours support their attitudes, or are they different? This study was designed to seek answers to these and related questions.²     

Critical consumer issues in St. Lucia: an examination of consumer challenges and related learning among rural adults according to income levels

Consumer education is a relatively new and growing interest in St. Lucia. Neither the government nor the National Consumer Association has established a consumer education programme to address the growing consumer concerns in the country. The purpose of this study was to examine critical consumer issues, related learning challenges and strategies among rural adults in St. Lucia according to income levels. Rural adult consumers are most disadvantaged in terms of levels of education, income and access to resources, which may help to prevent and mediate consumer concerns. The specific research questions examined were: (1) What is the nature of problems experienced by rural St. Lucian adult consumers in the marketplace? (2) How do rural St. Lucian adult consumers solve the challenges they encounter in the marketplace? (3) What is it like for rural St. Lucian adult consumers as they go about trying to learn to solve the consumer issues they face? and (4) What do rural St. Lucian adult consumers perceive to be the requisites for effective decision making in the marketplace? Data were collected using a questionnaire comprising of 29 questions divided into four sections (problems, strategies, solving consumer problems and making effective decisions) and two biographical questions. A total of 500 rural adult consumers were surveyed verbally through door‐to‐door contact. The findings of this study revealed that middle‐income rural adult consumers experience more problems in the marketplace than those with each lower or higher level of income. Middle‐income rural adult St. Lucian consumers in particular seek more information and are comfortable with using more strategies than the lower‐ and higher‐income rural adult consumers. This research gives us a better understanding of the problems faced by rural adult consumers based on their income. Research results will be useful to the government of St. Lucia and the National Consumer Association when they decide to establish an adult consumer education programme for St. Lucia.     

Adult consumer education across Europe – redressing the market or reaching the vulnerable consumer

Consumer education is an important EU and United Nations priority. In most countries’ formal education systems, it is not a single discipline in its own right, but a cross‐curricular subject involving many areas of the school curriculum. Adult consumers are expected to be critical and informed consumers but may not know how to acquire the appropriate skills. The formal school system in many countries has failed to deliver these skills and values and adults need consumer education through both formal and informal means. With increasingly varied societies consumer education will help to produce active socially responsible citizens and citizenship is an essential element of the delivery of consumer education to adults. It is particularly important that consumer education should reach the vulnerable groups in society. Increasing globalisation and business power necessitate ethical and sustainable business practices; an informed, educated and empowered consumer will strengthen the market place to the benefit of both consumers and business. Unlike school education, adult education across Europe is fragmented with a mixture of formal education, including training for vocational qualifications, continuing and community education, and informal education, an essential contributor to life‐long learning delivered through media, women's groups, consumer groups and many other large and small organisations. The issues have been addressed by the EU Socrates supported CEA (Consumer Education for Adults) project which has 10 partners from 7 European countries drawn from non‐government organisations, teacher training and adult education institutions, universities and research institutes. The project has produced a training manual for adult consumer education, a training module, piloted in Vienna, which includes a handbook of teaching materials and a video, and has initiated a dialogue between consumers, consumer educators, business and producers.     

Investigating the need for consumer education among Turkish secondary school students

This study has been planned to determine the need for consumer education by secondary school students. A total of 300 secondary school students (150 female, 150 male) living in central Ankara in different regions with respect to socio‐economic status participated in the study. Consumer education is defined as the management of economic resources, consumer behaviour concepts, relating to consumption, level of knowledge about consumer rights and responsibilities and environmental sensitivity. On the basis of this study, almost half the adolescents draw up a budget plan and carry out market research before shopping. Also, almost half of them put quality first when choosing goods and cost is of secondary importance. More than half of the students save money for unexpected outlay. Nonetheless, adolescents do not know about consumer rights and responsibilities, nor do they have sufficient information about consumer law and the concept of protecting the environment. More than half of the students stated that they need consumer education courses as part of their curriculum.     

Consumer skills for all: a research study carried out for the General Consumer Council for Northern Ireland

The General Consumer Council for Northern Ireland (GCCNI) is one of the four Consumer Councils operating within the United Kingdom (the others are the Welsh, the Scottish and the National Consumer Council, which covers England and links with the other Consumer Councils). The GCCNI has a long standing interest in consumer education, and has produced a quantity of well‐regarded consumer education material aimed at both schools and adults over recent years. It has also organised regular consumer education events for schools and conferences on this subject., However, the GCCNI is aware that many people in Northern Ireland suffer difficulties in relation to consumer issues and is looking for a clear policy on dealing with those difficulties. They contracted researchers at Queen's University, Belfast to investigate the extent of the problem, with the aim of identifying the key aspects of a new consumer education and skills development strategy and the gaps and deficiencies in current provision that need to be addressed. While the GCCNI acknowledges that these problems are not exclusive to Northern Ireland, and that the nature of the problems is relatively well‐known, they felt that conditions in Northern Ireland were unique and deserving of a specific and targeted solution. Policy and decision makers in other countries will find the Northern Ireland experience of interest, both from the way in which the problem was approached and the solution which evolved.     

Marketplace literacy education and coping behaviors among subsistence consumer–entrepreneurs during demonetization in India

We study the impact of marketplace literacy education on marketplace coping behaviors in the face of systemic shock due to demonetization, deriving important implications for consumer affairs from this radically distinct context. We study whether and how such education can have positive impact even in the face of such macrolevel disruption that disproportionately affects those with the least resources and renders them even more vulnerable. Marketplace literacy education encompasses awareness and knowledge about marketing as well as self‐confidence and awareness of rights as buyers and sellers. We examine the influence of marketplace literacy in urban and rural areas on coping behaviors of low‐income women consumer–entrepreneurs during demonetization in India, using a retrospective survey. We derive implications to mitigate the effect of future shocks on consumers and entrepreneurs at the vulnerable end of the income spectrum.     

An Overview of Consumer Law in Nigeria and Relationship with Laws of Other Countries and Organisations

There is no single statute dealing with the rights and obligations of parties in relation to products and services in Nigeria. The sector-specific approach is adopted with laws and agencies put in place to regulate specific areas of consumer protection such as food and drugs; energy, telecommunications, product standards, aviation, banking, and financial services. As a former colony of the United Kingdom (UK) , many Nigerian statutes are modelled on English statutes. This historical link is also reflected in the decisions of Nigerian courts which adopt, on persuasive basis, the decisions of the English courts particularly those of the House of Lords. Nigeria belongs to some international, regional, and supranational organisations which influence the consumer law of the country. This paper gives an overview of the Nigerian consumer law with particular reference to product safety, product liability, and telecommunications services and refers to the laws of other countries and organisations where applicable. The paper concludes that Nigeria has, subject to the identified gaps, attained an appreciable level of consumer protection.     

A comparative analysis of patients’ rights: an international perspective

Consumer rights are used as a framework comparing the patients’ rights of selected countries. Patients’ right documents of geographically dispersed countries, regional coalitions and international organizations were selected for analysis and comparison reflecting health and consumer policy. The content of patients’ rights policies, including populations addressed, basic consumer rights, dignity and privacy or confidentiality were analysed. The inclusion of consumer responsibilities and enforcement of patients’ rights was evaluated. Countries used comprehensive laws and charters to address patients’ rights. The consumer rights most often noted in the patients’ rights analysed were the rights to information, choice and redress. Five countries lacked inclusion of consumer responsibilities and the responsibility for enforcement. Suggestions for action on the part of family and consumer educators and scientists were offered.     

Consumer education in the UK: new developments in policy,strategy and implementation

Consumer education is an integral part of the European Community's consumer policy. It plays a key role in consumer empowerment, helping consumers gain the skills, attitudes and knowledge they need to be able to gear the choices they make as consumers to their economic interests and to protect their health and safety. In its policy statement, the Directorate General for Health and Consumer Protection states that the European Community is aware that joint measures at national and Community levels should be more structured, in order to achieve maximum effectiveness. This paper aims to set out the current policy and strategic context for consumer education and empowerment in the UK; review the role of UK government bodies and other agencies concerned with developments; review recent literature; present the results of interviews with an extensive range of key stakeholders and the results of a survey of service heads for trading standards throughout the UK. It will consider implementation, partnership, resources, ideas and opportunities. The research found that the agenda for consumer education in the UK is at an interesting stage of development. The Enterprise Act 2002 gives the Office of Fair Trading (OFT) a statutory power to carry out educational activities. Consumer education is also moving up the agenda in the trading standards service. In addition, the teaching of citizenship in English schools is already stimulating new developments in consumer education. The paper will consider the need for organizations like these to work together to build on these policy developments and ensure that consumer education gains the profile it needs to influence consumer attitudes and behaviour.     

Consumer Rights: An Assessment of Justice

For the last 50 years the idea of consumer rights has formed an essential element in the formulation of policy to guide the workings of the marketplace. The extent and coverage of these rights has evolved and changed over time, yet there has been no comprehensive analysis as to the purpose and scope of consumer rights. In moral and ethical philosophy, rights are integrally linked to the notion of justice. By reassessing consumer rights through a justice-based framework, a number of key issues emerge regarding the way in which markets enable justice for consumers. The consumer rights which underpin the United Nations consumer protection guidelines address all forms of justice to some degree, but the predominant focus is on procedural justice. Our conclusions question whether this is sufficient and also whether there is a case to develop the notion of consumer ‘duties’ that complement the idea of rights.     

Store loyalty: its impact on retail revenue. An empirical study of purchasing behaviour in the UK

In this paper, we present some significant empirical findings about store loyalty and consumer spending in the United Kingdom across five retail sectors. Our findings are presented at two levels: Firstly, we compared loyalty levels across retail sectors in the UK and identified that home improvement stores generate the lowest levels of consumer loyalty. Secondly, by disaggregating the data by loyalty types, we found that, while loyal shoppers tend to have smaller monthly budgets than switchers, they spend double the amount in their “first choice” store. All our results highlight the importance of developing a corporate approach to managing customer loyalty in retailing.     

Pension Freedom Day in the United Kingdom: Early evaluation of consumer response

Understanding decumulation decisions in retirement is an important component of public policy that influences pension regulations in aging societies. This research examined a recent, substantial change to pension regulation in the United Kingdom: the newly established flexibility to obtain a lump‐sum payout from personal or occupational pension savings. Conducting an online survey of individual’s eligible to take advantage of the Pension Freedom regulation, we find that almost half of study participants plan to obtain a lump‐sum payout, on average £33,741, intending it for an average of three different investments or purchases. The decision to obtain a lump‐sum withdrawal was related to better knowledge of the new regulation. It was also more likely among older respondents and those not worried about a decline in standard of living during retirement. Dispositional measures did not affect the lump‐sum decision. Close to one‐third of study participants still planned to invest retirement savings into an annuity, especially those who retire at a later age, have concerns about care costs and worry about decline in standard of living in retirement. Comments about the changes to pension regulation were slightly more positive than negative. From our analysis of the effect of the Pension Freedom regulation on savings decumulation decisions, we conclude that the new Pension Freedom regulations do meet consumer demands, and demonstrate that pension knowledge and retirement expectations, in particular, influence consumer evaluations. We further conclude that annuity investments continue to play a role for older adults in the United Kingdom, especially for those concerned about meeting financial needs during retirement.     

Consumer overindebtedness: a review of the quality of money advice services in Scotland

Levels of consumer borrowing and debt in the UK and globally continue to rise. Credit makes a vital contribution to the success of the UK economy by driving economic activity and allowing consumers flexibility in how they choose to access the marketplace and manage their finances. Although most consumers manage their borrowing effectively, for a minority, the ease of access to credit results in overindebtedness. As a consequence, the need for money advice is prevalent. In the UK in recent years, services have been developed to assist consumers in financial difficulty. In Scotland, additional funding has been made available to enable further service developments in local government or voluntary sector provision. This paper reviews the literature on consumer overindebtedness, the development of money advice services and discusses the quality of these services in Scotland. It is likely to be of interest in other countries where consumer overindebtedness is rising and where money advice services are being developed to assist those experiencing problems. The review found that the rising levels of overindebtedness justify the case for developing money advice services but that there are many quality issues which require to be managed. Implications for the money advice profession were identified together with suggestions for the development of services in other countries.     

On market mavens and consumer self‐confidence: A cross‐cultural study

Market mavens are attentive to media and important diffusers of marketplace information. This study examines the relationships between cultural individualism, general and consumer self‐confidence, and market mavenism in the context of two distinct cultural systems, the United States and South Korea. The examination of cross‐cultural equivalence of the constructs under study provides evidence for both configural and full or partial metric invariance. The results indicate that cultural individualism is positively related to general self‐confidence, general self‐confidence is positively related to consumer selfconfidence, and consumer self‐confidence is positively related to market mavenism. Additionally, this research shows that these relationships hold in both the U.S. and South Korean samples. The results of this study indicate that market mavenism, and thus levels of confidence about marketplace knowledge and speed of diffusion of such information may be more prevalent among the more individualistic than collectivistic consumers. © 2007 Wiley Periodicals, Inc.     

The case for educated UK consumers: the National Consumer Council's consultation on consumer education

Consumer education is an integral part of the consumer empowerment mix. Over recent years the importance of consumer education as a vital tool for protecting consumers and making them better informed has been increasingly recognized in the UK. As part of the developing policy debate in the UK, the National Consumer Council (NCC), one of the key consumer champion bodies, has been arguing the case for a national strategy for consumer education. In order to establish whether a national strategy was needed and, if so, how a strategy could be structured and introduced, the NCC carried out a national consultation. In excess of 100 responses were obtained from a very broad range of organizations. This paper provides a review of the secondary data gathered for the NCC research. It was found that although there are many organizations and networks involved in consumer education in the UK, it lacks focus, is fragmented and is not efficient or coordinated. The research highlighted a need for a strategic approach to place educated and empowered consumers at the heart of the marketplace.     

Staying in “the works of living”: How older adults employ marketplace resources to age successfully

Despite being a large and rapidly growing consumer population, limited marketing research examines how older adult consumers pursue marketplace well-being in the face of the challenges posed by aging. Using depth interviews and drawing on literatures from both marketing and gerontology, we develop a model that bridges disparate perspectives of older adults in the marketing literature, exploring how older consumers navigate the tensions between successful aging and vulnerability as they seek to maximize their quality of life in the marketplace. From this analysis, we present a more nuanced portrait of how older adults pursue well-being across consumption domains to fulfill their aspirations and maintain their independence, as well as identify ways that marketers and public policymakers can assist in those pursuits.     

Older Americans' knowledge of consumer rights and legal protection

Consumer knowledge and legal protection were measured in a telephone survey of a stratified random national sample of 1,305 older adults in the United States. The sample was divided into five age groups: 25–49, 50–64, 65–74, 75–84 and 85 and older. Respondents were aksed eight questions dealing with knowledge of consumer rights and protection. Consumer knowledge was poor and was not gender specific. As the age of the respondents increased, their knowledge score decreased. Those who were married or who were previously married scored higher than other groups.     

Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food

In order to satisfy the Muslim market segment, many restaurant and fast food companies in Western countries have standardised their products by switching to halal. The purpose of this research is to discover the extent to which non-Muslim consumers in non-Muslim countries experience cognitive dissonance when they think about restaurants and fast food outlets having likely served them halal-produced food, and the extent to which these consumers intend to repurchase halal food. Data came from a total sample of 1097 non-Muslim consumers in Canada, Spain and the United Kingdom. The full model, with religious identity, ethnic identification and interest in animal welfare as antecedents of cognitive dissonance, explained 35% of the variance in consumers’ repurchase intentions. Our findings suggest that many non-Muslims do not have a particular issue with consuming halal food, but they may react negatively if they unintentionally consume halal food and perceive that they have been deprived of information, or worse still, deliberately deceived. The research makes a number of contributions to marketing knowledge with regard to the negative spillover effects that can result from faith-based product standardisation, and the influences of consumer interest in animal welfare and deprivation of product information on consumer behaviour.     

Food choice,nutrition education and parental influence on British and Korean primary school children

The nutritional status of children can influence their health and the risk factors for developing chronic diseases later in life. Korea is unique in that it is relatively westernized and yet maintains much of the traditional foods and cooking methods. Effective nutrition education should help children to choose a healthy diet through the establishment of positive dietary practices and habits. The main purpose of this research is to compare awareness towards nutrition education between primary schools in the UK and Korea and nutritional knowledge that children and parents have in these countries. Dietary and healthy eating knowledge data were collected by a questionnaire as part of a case study comparison using one primary school in Manchester, UK, and one in Seoul, Korea. A total of 171 primary school children and 124 parents of the children were recruited. The results indicated that children and parents appeared to be aware of the importance of limiting fat, sodium and sugar intakes, and requiring non‐starch polysaccharide (NSP). However, in the case of some foods they did not have satisfactory nutritional knowledge of which foods were high in fat, salt, sugar and NSP. British children had a better understanding of the health implication of fat than Korean children, whereas more Korean children considered excessive salt intake harmful than British children. There seemed to be differences in dietary pattern and familiarity with food between the two countries. Children identified parents as the main source of nutritional information. Therefore, parents as well as children need to learn about nutrition in order to give appropriate information or advice to improve the diets of their children. Children preferred exciting, fun, positive and a practical approach to learning about nutrition, such as computer packages and cookery classes. Parents wanted schools to give their children more information about nutrition. This research has shown that nutrition education in schools should be concerned not only to provide nutritional knowledge but also to encourage children to choose healthy food by redesigning nutrition education and school meals.