Consumer education and empowerment in Europe: recent developments in policy and practice

This article develops the findings of an evaluation of European Commission consumer education, information and capacity building actions conducted in 2011, with an examination of action taken by 2016 to address the recommendations. Based on empirical research of documents, in‐depth interviews, focus groups and semi‐structured surveys of Directorate General for Health and Consumers and Directorate General for Education and Culture policy networks, it discusses the journey taken to improve consumer education and empowerment throughout Europe. Implementation of the recommendations aims to transform consumer education and empowerment in Europe, with integrated and updated resources for the maximum number of teachers across the European Union, where teachers can focus the resources on consumer education activities relevant for their learners. A key focus of the new developments is to deliver higher European Union (pan‐European) added‐value, better coordination and synergies with national activities.     

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.     

Private certification schemes as consumer protection: a viable supplement to regulation in Europe?

In the European single market, most product certification schemes are privately organized. This paper considers the goals and pitfalls of private certification as a form of market‐based and multi‐stakeholder consumer protection that relies on the transparency of information and the possibility of consumers choosing accordingly with their preferences.     

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.     

Theory to practice: HIV/AIDS policies in operation within British retailing

Despite recent scientific advancements, Human Immune Deficiency Virus (HIV)/ Acquired Immune Deficiency Syndrome (AIDS) remains a serious health issue for those involved in employee management. The introduction of the Disability Discrimination Act (1995) has meant that increased numbers of HIV/AIDS infected workers are able to remain in employment, fully protected by this legislation. Because of the nature and characteristics of retail employment, it is suggested that retailers have an increased likelihood of encountering employees and/or customers with the disease, compared with most other industries. This paper examines one particular aspect of the challenge facing retailers, notably that of the ‘operationalization’ of their HIV/AIDS policies into practices, especially in terms of company selection rocesses, education and training, employee relations and employee assistance programmes. Data were collected from a number of leading retail companies, ¹ from which, important observations can be made with regard to retailers' attitudes towards employee welfare in general, and in relation to HIV/AIDS in particular. The research results indicate potential discrimination in terms of employee selection involving a significant number of major retailers, and little comprehensive education/training on HIV/AIDS occurring, despite evidence of disruptive behaviour by staff. In addition, the findings provide evidence that even major companies find it difficult to balance issues of employee welfare against the financial concerns of the organization, in terms of assisting affected employees.     

Fracture incidence among elderly people in institutional care: linking injury surveillance data with a postal code-based register of residential and nursing homes

Fracture prevention strategies will be most cost-effective if targeted at groups of frail elderly people who are at particularly high risk of falls and fractures. Elderly people living in residential and nursing homes are one potential target population, but fracture incidence in this setting remains poorly defined in many countries. We have used the All Wales Injury Surveillance System (AWISS) in a population-based study of people aged over 65 living in the city of Cardiff. We linked a postal code-based register of all care homes in the city with injury data from Cardiff’s only Accident and Emergency department. Cardiff has 47,520 residents aged over 65, and 1,874 (3.9%) live in residential or nursing homes. Fracture incidence was 25/1,000/year overall, and 5/1,000/year for hip fracture. During 1997, the care home residents suffered 162 fractures, 82 of which were of the hip; an incidence of 86/1,000/year overall, 44/1,000/year for hip fracture. Even after adjustment for the age and sex profile of the care home population, fracture incidence remained 2.3 times higher and hip fracture incidence 3.6 times higher than in the general elderly population. Such figures support the potential cost-effectiveness of strategies that prevent fractures in care homes, and are of special interest to those planning intervention studies in this setting.     

Consumer purchase behaviour for oysters: an empirical study in some state capital cities of Australia

Oysters represent an excellent source of major nutrients, especially proteins, vitamins and minerals. The consumption of oysters in Australia has not grown enough to match to their increased availability. This study is designed to provide information for the oyster industry to better attract more consumers to eat oysters. Six antecedent variables affecting the consumer choice of oysters: quality, safety, labelling, presentation, psychological aspects and preferred values for packaging and price, were identified by principal component factor analysis. A logistic regression approach predicts the consumer choice of oysters using these six factors and the demographic factors in the binary choice model. The outcome of the modelling predicts that the consumer choice of ‘dine in or out’ for oysters is significantly linked to age, gender, residence, labelling and preferred values, while the frequency of eating oysters annually is significantly influenced by the factors of age and preferred values. The oyster promotions such as nutritional marketing of oysters that have low cholesterol, cooking shows and special activities that target specific subsections of the consumer market are recommended in the study.     

Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence

Focusing on physical retailing as an apparent target for boycotts in the context of emerging market consumers' animosity toward Western developed countries, this research pioneers in its in-depth examination of a social dilemma whereby consumers on one hand wish to avoid purchasing Western products/services to meet social expectations, while on the other wish to continue purchasing Western products/services, because of perceived Western product/service superiority, at the risk of social disapproval. Differing from conventional animosity research that largely neglects interpersonal influence, this research synthesizes social influence theory and social exchange theory to compare consumers’ purchase decisions in visible (physical retailing) and less-visible (online shopping) consumption contexts that are subject to different strengths of normative influence, and proposes a cost-benefit analysis to explain how consumers make trade-offs between social expectations and self-interest. Two studies were conducted to test the hypotheses. Our study findings have important implications for future animosity research on consumer services that are subject to stronger normative pressure.     

The role of consumers in product‐oriented environmental policy: can the consumer be the driving force for environmental improvements?

In environmental policy, it is increasingly accepted that more emphasis should be placed on consumption and its implications from the point of view of the environment. Another relatively new feature is the focus on products. At the policy level, this perspective is known as product‐oriented environmental policy or, in brief, product policy. This approach is closely related to the idea of product chain thinking, which means recognizing the fact that environmentally relevant decisions are made at all stages during the products’ life cycle, from raw material extraction to consumption and beyond. Based on a Finnish study on product chain actors and environmental improvements, this article discusses the role of consumers in product policy (i) with respect to theories on consumer mecision‐making and (ii) in the light of product chain thinking. As consumers’ decision‐making models with respect to consumer products are most often based on heuristics simplifying the decision process, incorporating environmental considerations into these models is a challenging task for environmental policy.     

Incorporating sales and marketing considerations into a competitive multi-echelon distribution network design problem with pricing strategy in a stochastic environment

This paper presents a multi-echelon distribution network design problem with pricing strategy in a stochastic environment, where location, inventory, and pricing decisions in retail and wholesale channels are made simultaneously. The considered network is comprised of a central warehouse, a set of distribution centers, and a set of retailers and wholesalers. The objective of the problem is to maximize the supply chain profit. The decisions include the location of distribution centers and the allocation of retailers and wholesalers to them, order-size for each distribution center and product price at retail and wholesale channels for different payment conditions. A mixed-integer nonlinear mathematical model was formulated and solved using the Lagrangian relaxation method and a Genetic algorithm. Computational results indicate that Lagrangian relaxation algorithm has good performance in terms of objective function value and runtime, even in large sized problems.     

Thiscompanysucks.com: the use of the Internet in negative consumer‐to‐consumer articulations

The Internet has provided a forum through which consumers who are dissatisfied with various companies can vent their anger towards these corporations. A number of World Wide Web (WWW) sites have cropped up on the Internet, their specific aim being the fomenting of negative communication about companies: these are known as corporate complaint WWW sites. Little research has been conducted on negative on‐line consumer‐to‐consumer articulations and the possible impact that these might have on consumers' perceptions and attitudes. This paper attempts to foster discussion on the use of the Internet in facilitating consumer‐to‐consumer communication, particularly negative communication. First, background information on corporate complaint WWW sites is provided. Then, a survey that was conducted in order to glean information on consumer knowledge of and responses to these kinds of WWW sites is discussed. The results indicate that, among the population used in this study, the awareness of corporate complaint WWW sites was moderate. However, when respondents were aware of them, they were likely to visit them. Social influence plays a role in influencing awareness and prompting visits to corporate complaint WWW sites. In addition, an individual difference factor, attitudes towards complaining, influenced the kinds of activities in which the respondents engaged when they visit corporate complaint WWW sites. Future research directions are proposed.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

Personal values associated with political consumption: an exploratory study with university students in Brazil

Emerging countries have witnessed an incredible change in their societal structure in the last few years. In Brazil, the economical rise of the middle class brought more that 100 million people to the marketplace. This stimulus to consumerism (i.e. the social and economic order that encourages the purchase of goods and services in ever‐greater amounts) is accompanied by a notable growth in social movements and mobilization of citizen‐consumers, which indicates changes in the values of individuals and concerns with the direction the society is taking. Conscious and political consumption consequently arises as an alternative way. Especially among young consumers such issues are interesting to address from a theoretical and social point of view, as this new generation will shape the future of the nation. Therefore, the main objective of this study is to analyse socially conscious and political consumption in terms of consumers’ civic engagement as political citizens. We argue that the young political consumer is value‐oriented. The study relied on quantitative research, conducted through an internet‐based survey where 458 valid questionnaires were obtained. Schwartz's Portrait Values Questionnaire was used to measure personal values of the interviewees. Conscious and political consumption were measured through eight questions addressing alter‐ and anti‐consumption actions. The results indicated significant differences among the personal values of the university students that were classified as political consumers. Universalism and benevolence stood out among the core values of this group, with prominence of self‐transcendence, appreciation for equality and concerns for the well‐being of others. However, a gap was observed between the discourse and action of interviewees, once only one‐third of the sample undertook some form of political consumption. The conclusion was that most of the university students interviewed show the will to change society with individual actions, but demonstrate very little political commitment, and currently do not act politically in their purchases.