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 empowerment: global context,UK strategies and vulnerable consumers

Globalization has created new consumer needs and wants, and resulted in consumer confusion regarding the increasing complexity of products and services. This has stimulated global interest in educating and empowering consumers. The UK government has made a very ambitious commitment to ensure that the framework for consumer empowerment and support is at the level of the best in the world by 2008. The government, many consumer organizations and regulators believe that empowered consumers are key to the success of competitive markets. Two national strategies to co‐ordinate activities in the UK have been developed by the Office of Fair Trading (OFT) and the Financial Services Authority (FSA). The OFT consumer education strategy aims to deliver targeted, effective consumer education by increasing co‐ordination and making the best use of available resources. The FSA is leading a financial capability strategy designed to deliver change to improve the UK's financial capability. Both strategies share a vision of educated and confident consumers making informed choices about the products and services they buy, and both aim to empower vulnerable consumers. Given the global interest and the development of national strategies, it is useful to consider what is meant by the term consumer empowerment. Is there a shared view of consumer empowerment internationally? Does the education of consumers result in empowered consumers? To what extent do the national strategies address the empowerment of vulnerable, disadvantaged, excluded or susceptible consumers? These questions will be addressed in this article which reviews the global context for the consumer education and empowerment agenda and considers key UK developments, with particular reference to the needs of vulnerable consumers. The study found that the language of consumer empowerment is gaining prominence in policy and strategy documents at the highest levels internationally in the Organisation of Economic Cooperation and Development and the European Community, and nationally in the UK.     

Advances in consumer education: European initiatives

The purpose of this article is to inform the reader of developments in consumer education in the European Union and to present future directions for policy and research. The article responds to a call for more consumer education and the promotion of sustainable consumption. It makes a case for the benefits of studying the dynamic multi‐country process of developing coordinated consumer education curriculum and resources involving academics, government officials and non‐governmental organizations, ultimately affecting millions of students. The review of select initiatives, questions posed and subsequent recommendations highlights the complexity of the issues surrounding economic viability and the pedagogical and social value of transnational consumer education initiatives.     

Editorial to the special issue on drowning prevention

The average citizen is now demanding more and more quality of and information on the various products that every day life requires. This concerns an extremely broad range of consumer products. Within the European Union, the European Commission (Directorate General Health and Consumer Protection (SANCO) plays a leading role in assuring and controlling the high quality of consumer products. It is known that there are a number of potential risks associated with the use of those products, as shown by the high number of unintentional injuries occurring every year. Therefore, national and international authorities and other instances need access to information for the promotion of safety and for the prevention of accidents. Tools have been made available to the Member States by the European Commission for the completion of a safe internal market of consumer products. Among those, databases have the advantage of being able to store a huge amount of information that can be classified according to real needs, hence serving the citizens. Such availability is immediate if they are deployed on the Internet. Moreover, this has the major advantage of allowing feedback from the users, thus contributing to its improvement. Consequently, a relational database on the safety of consumer products has been set up within the framework of an agreement between Directorate General SANCO and the Joint Research Centre of the European Commission: the Consumer Product Safety Database (CPS). The objective of this database is to complement the setting up of a common system of exchanging information on consumer products within the framework of the application of Directive 92/59/EEC. The CPS database gives people concerned with consumer safety information that has never been gathered together before. Hence, this tool can contribute to the creation of a safer market for consumers in accordance with the Union’s legislation, as well as facilitating the decisions of Directorate General SANCO regarding consumer products.     

Learning good judgement: young Europeans’ perceptions of key consumer skills

A convenience sample of 27 European Union (EU) citizens and two Romanians residing in the Scottish Central Belt took part in in‐depth interviews to explore a wide range of consumer decision‐making scenarios which ranged from borrowing and saving to impulse buying and ‘value for money’ choices. The aim of the research was to identify and assess how well educated young EU consumers perceive the consumer education process and the precise nature of consumption specific skills. Given the focus of the present paper on consumer judgement, the role of values received particular attention. The Schwartz Value Inventory served as a conceptual framework for analysing the responses. The results show that the family in its role as primary creator of values was considered the most important agent in the consumer education process because it establishes a routine pattern of decision making. Further support from social networks in the wider community and real‐life experience through trial and error were cited as equally significant for acquiring useful consumer skills. There was consensus that the influence of schools was limited to providing generic citizenship education rather than specific consumer studies classes. The findings of this study point to the need for changing the current focus of consumer education and consumer policy from an emphasis on training the vulnerable consumer to a more inclusive agenda which concentrates on value education for all market players including producers and marketers.     

Consumer policy and consumer empowerment: comparing the historic development in Finland and Germany

This article traces the trajectories of consumer policy in Finland and Germany in the light of a comparative history in order to reflect upon the notion of consumer empowerment in public policy. The principle developments of contemporary consumer policy can be traced back to the post‐war political and economic integrations arising from the initial idea of free markets and individual freedom emphasized in classical liberalism. The article explores this development in Finland and Germany to the point of the establishment of a joint European Union (EU) consumer policy to reveal the notion of consumer empowerment. This approach creates an understanding of the peculiarities of consumer policy in EU member states despite the presence of a joint European policy area. Nowadays, both Finnish and German consumers find EU regulations excessive. It is important to acknowledge the influence of this historic development in order to understand what consumer empowerment meant in the past and thus to further develop policy action on a joint level.     

The effects of consumer empowerment on risk perception and satisfaction with food consumption

This study intends to measure consumer empowerment related to food consumption and determine its effect on food risk perception and satisfaction with food consumption. Data were derived from an analysis of the “2017 Research on Food Consumption Behaviour” by the Korea Rural Economic Institute. Consumer empowerment, risk perception and satisfaction with food consumption were measured using a 5‐point Likert scale. The differences in consumer empowerment according to gender, age, educational level and monthly income were statistically significant. The factors that affected risk perception were information use, healthy eating, consumer rights, consumer responsibility and monthly income. The higher the scores for information use, healthy eating and consumer responsibility, the higher the score for satisfaction with food consumption.     

消费者增权理论与我国消费者权益保护法的完善

消费者增权理论是近年来西方社会科学领域关注的热点问题之一,在消费者增权理论中,信息供给型增权和制度供给型增权是两种主要模式。我国现阶段的消费模式和消费者权益保护实践表明,制度供给型消费者增权可以更好地保护消费者利益。所以,从消费者增权理论出发,完善消费者权益保护法律体系,是增进消费者利益保护和实现消费和谐的重要举措。     

Consumer involvement and acceptance of biotechnology in the European Union: a specific focus on Spain and the UK

Biotechnology stands out as a clear‐cut example of an industry where legislation on new technologies has been shown to be linked with public attitudes. Indeed, consumer consultation has played a leading role in the acceptance of genetically modified (GM) food as well as in government policy and legislation. This paper examines the issue of consumer consultation by analysing how public opinion has conditioned the acceptance of GM food in the European Union in general and specifically in Spain and the UK. We draw upon the evidence of two Eurobarometer surveys (46.1 and 52.1) to argue that consumer decision making on new technologies is an information‐dependent factor explaining consumer rejection to non‐transparent introduction of GM food. Individuals feel ill‐prepared to make decisions and rely on trusted information advisors such as consumer organizations. Findings suggest significant information dependency as well as widespread heterogeneity in attitudes towards the applications of biotechnology. Finally, the role played by information channels indicates that consumer participation should precede the adoption of communication policies, as they might need to adapt to the specific cultural characteristics of each country.     

Consumer Insolvency in the European Legal Context

Consumer credit, as an important aspect of the free movement of capital, has for a long time now been subject to European Union regulations. However, one important aspect of consumer credit, over-indebtedness, has not been acknowledged in the Consumer Credit directives of 1978 and 2009, nor is there any other European Union law instrument that addresses over-indebtedness or insolvency of consumers. The only European-level document addressing the problem of over-indebtedness of ordinary people is the Council of Europe Recommendation of 2007. In European Union law, over-indebtedness can and should be approached from several angles. The Insolvency Regulation (2000) does not directly address situations facing the consumer debtor and leaves it up to the discretion of the Member States to include or exclude insolvency proceedings for consumer debtors regarding the scope of the Regulation. There can be little doubt that the European Union has a legal basis for action in this field, and it has also used its competence in a number of related issues, such as general insolvency law and enforcement of judgments. Case C-461/11, in which Advocate General delivered her opinion on Sept 13^th, 2012 shows that national insolvency procedures for natural persons may constitute a restriction on the freedom of movement. This article argues that, even in the absence of a European Union law instrument, the Member States should recognize debt adjustment judgments made in another Member State and that there is a need for a regulation in the European Union law in this field.     

Low literacy,policy and consumer vulnerability: Are we really doing enough?

A perennial issue in transformative consumer research and public policy is the plight of low‐literate vulnerable consumers. Low‐literate consumers have been observed misinterpreting labels, misusing products and purchasing the wrong item, which leads to devastating outcomes as they continue to make poor decisions out of ignorance. Based on a thorough review of past studies on consumer literacy and vulnerability, we explore how stigma and attribution operate as underlying mechanisms for influencing how low‐literate consumers behave in the marketplace. This paper problematises blanket statements that all low‐literate consumers are vulnerable and addresses the possibility that universal policy actions may inadvertently create further marginalization for those it is meant to protect. Our paper contributes by introducing a new typology of low‐literate consumer vulnerability to challenge conventional understandings of who the vulnerable consumers are in relation to their literacy level and actual marketplace behaviour. From a policy standpoint, the insights gained from our review speak to the need for differentiating low‐literate consumers in terms of their status of vulnerability, which inform public policy initiatives and effective consumer education for their empowerment and protection.     

An Assessment of Consumer Protection and Consumer Empowerment in Costa Rica

The present exploratory study aims to describe and assess Costa Rica’s regime for protecting and empowering consumers. As the general framework, this study used research conducted in the USA, in Europe—specifically studies conducted by the Organization for Economic Co-operation and Development (OECD) partners—and studies sponsored by the European Union (EU) in Central America. This paper, however, is not intended to provide an exhaustive analysis or to answer all questions and issues related to consumer protection in Costa Rica; rather, it is to identify the main components of the consumer protection framework, its strategies, consumer redress mechanisms, remedies, and consumer protection challenges faced by the country. The last section outlines a conclusion and presents recommendations for improvement.     

Foods produced using biotechnology: how does the law protect consumers?

This paper addresses the following subjects: biotechnology and consumers, concern about risks, consumer acceptance, labelling of foods produced using biotechnology, the legal approach to consumer protection, and consumer protection policies relating to biotechnology products in the European Union, the United States, Turkey and global institutions such as the Convention for Biological Diversity (CBD) and the World Trade Organisation (WTO). It is likely that biotechnology will gain ground much more rapidly in the twenty‐first century than in the past. Despite rapid, detailed and precise advances in gene technology, its applications have not been the received with a great deal of consumer enthusiasm. Consumers have approached genetically modified foods with considerable apprehension and opposition. Consumer concerns about bioengineered food products focus on the questions of human health, environmental and social risks and benefits. The most important stages in the process of marketing new foods produced using biotechnology are to demonstrate user need and consumer acceptance. Generally, the technical complexity of biotechnology makes it difficult for consumers to understand details of the product and the specific attributes of biotechnology applications. Scientific uncertainty, the nature of consumer concerns and general reluctance to accept biotechnology products, increase the importance of consumer protection. Legal protection is a very important factor in the solution of new social problems related to technological advances. More specifically, consumer and environmental law support consumer protection related to foods produced with biotechnology. The basic principles of consumer law can be re‐formulated as consumer rights. Environmental law is a new phenomenon, but precautionary principles and public participation in decision‐making for environmental law are relevant to consumer protection relating to bioengineered food products.     

Consumer transactions with SMEs: implications for consumer scholars

Historically, the consumer movement has defined business as big business. This paper proposes that we shift the focus to consumer transactions with small‐ and medium‐sized enterprises (SMEs). After SMEs are defined, facts about the realities of SMEs are used as stepping stones to develop the idea that consumer interactions with SMEs are different than those with large firms and merit the attention of consumer scholars. Thirteen recommendations are tendered for future research including rethinking our traditional approach to consumer behaviour theory, consumer policy, and consumer movement theory.     

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.     

Entrenchment of New Governance in Consumer Policy Formulation: A Platform for European Consumer Citizenship Practice?

Consumer typologies reveal categories of the consumer that stretch from the vulnerable to the empowered notion of the consumer citizen. At the empowered end of this spectrum, consumers in Europe have a developing, normative, organisational structure that provides channels for the consumer voice to influence consumer policy at the European level. This is an organisational structure with mechanisms for developing an effective consumer empowerment and enforcement framework across all EU Member States. It is a framework that forms a coherent whole with the European-level consumer institutions. This paper examines the integrated nature of these institutions and their role in influencing the development of consumer policy through a multi-level platform of new governance. It discusses the normative processes that, through empowerment and engagement, are encouraging a consumer citizenship practice to exploit these channels of communication in order to influence policy development.     

A review of the ‘consumer interest’ in organic meat

The study aims to provide a critical review of the literature on the consumer interest in the UK in organic food, with a particular focus on organic meat. Given that people are more likely to purchase products if they have faith in them, the regulation of organic food standards is reviewed to explore issues affecting consumers. This is followed by a review of the organic meat sector. Aspects of the consumer interest considered in this paper include consumer information, consumer access, consumer safety, consumer choice and consumer representation. As the literature on organic food/meat in the UK is extensive, it was therefore necessary to be selective with regard to the publications suitable for this review. Most of the literature selected for this paper has been drawn from UK publications, although several European and international sources have also been used. The review found that there is a considerable level of interest in the UK organic meat sector. As the regulation of organic food produced is set at varying standards across the European Union, this could lead to consumers being misled regarding the quality of products offered. It was also found that, although consumers perceive organic foods as healthier, more nutritious and tasting better than non‐organic products, the literature shows that this may have only a limited basis on fact. Contamination of organic products with pesticides and even genetically modified ingredients is always possible. Organic farmers are permitted to use other ingredients in organic meat products that may be harmful to health. Escherichia coli and Salmonella risks associated with conventional meat also appear to affect organic meat. Consumers need clear, accurate and reliable information about organic meat. They also need to be provided with safe products, a choice of organic products, access to organic products and to be represented effectively.     

Sustainable consumer empowerment through critical consumer education: a typology of consumer education approaches

It has always been assumed that consumer education serves the purpose of empowering people in their consumer role. This paper reviews the conventional understanding of consumer education and empowerment and then suggests an alternate approach. The argument is made for consumer education that helps people find their inner power and social potential to challenge the status quo, to change the system from a holistic perspective. Consumer empowerment of this type is totally self‐sustaining. Once learned, it cannot be unlearned. This form of sustainable consumer empowerment is the preferred direction for the future of consumer education.     

An analysis of child consumers in Turkey

This research was conducted on 402 children going to kindergarten and primary schools with the purpose of analysing the children's interests, responsibilities, economic resources, purchasing activities, and socialization agents and purchase influences as consumers. Data were collected using a questionnaire, which was prepared by considering some previous research. The questionnaire was applied to subjects through face‐to‐face individual interview. The data were analysed by using explanatory variables, including age, gender, socio‐economic status and family type. Findings indicated that consumer socialization of children was connected to selected demographic characteristics, especially age, and they were surprisingly independent and influential consumers. The results of this study are important for those involved in children's and adults’ markets, and for consumer educators.     

Moving towards consumer involvement in maternity services in the north‐east of Ireland

This article uses a case‐study approach to focus on developments in maternity services in the north‐east of Ireland where there is occurring a planned move towards active consumer involvement. In a country with a poor record of consumer involvement, this is a very welcome and innovative development. The Health Service in Ireland is in crisis, characterized by a very prolonged and difficult restructuring, extreme difficulties in recruiting and retraining staff, lack of resources, long waiting times in accident and emergency units with the media reporting daily counts of those left lying on trolleys for extended periods. The north‐east of the country has been affected by the closure of two maternity units in Monaghan and Dundalk. The region has been rocked in recent years by a major health scandal with a long‐serving obstetrician being struck off the medical register for carrying out an excessive number of caesarean hysterectomies. Out of this, there is emerging an innovative woman‐centred maternity service in the north‐east of the country. This article evaluates these developments with a particular focus on consumer involvement.