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.     

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.     

The retailing environment in Ireland and its effect on the chilled ready meal market

Food retailing in the island of Ireland has experienced a number of changes with the relatively recent arrival of the UK multiples. This preliminary study examined retailing developments in Ireland focusing on the chilled ready meal sector and on an identification of the factors that influence chilled food choice. Interviews, supermarket analysis, consumer focus groups and questionnaires revealed that the chilled ready meal market was experiencing a period of growth assisted by the arrival of the UK multiples, but there was great potential to further expand the market. Convenience was cited as the primary reason for purchase of chilled ready meals but taste continued to play an important role in chilled food choice. Retailers must respond by informing and educating consumers about their product offerings. In addition, they must listen to the unique needs and wants of consumers on this island to assist in the development and provision of a range of chilled ready meals suitable for the Irish market‐place.     

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.     

Multinational companies and human resource management in Ireland during recession: A retrospective from a highly globalized economy

This article provides a retrospective investigation of the impact of the recent “great recession” on human resource management (HRM) in multinational companies (MNCs) in Ireland. Ireland represents a particularly fitting location within which to address this topic given its standing as one of the world's most economically globalized and MNC‐dependent economies and also because the country was very severely impacted by the global financial crisis. Using both primary and secondary data from a variety of sources, our analysis considers the impact of recession on HRM in MNCs, with particular focus on employment, pay and benefits, industrial relations, and the role of the human resource (HR) function. The findings suggest that HR practitioners played a central role in implementing a series of initiatives, many of which were operational in nature, to improve business performance. In so doing, we argue that practitioners in MNCs in Ireland behaved as archetypical “conformist innovators” during the recent recession, delivering operational HR responses to improve their organization's bottom line.     

Rhetoric versus Reality: Exploring Consumer Empowerment in a Maternity Setting

This study explores consumer empowerment in a maternity setting in the Republic of Ireland. Our results indicate that empowerment is a complex phenomenon influenced by many variables. While the current health services literature is focusing on active consumers of health services, our study shows that not all pregnant women have the same needs for and attitudes toward empowerment: some women do indeed seek to be overtly empowered in the maternity setting and equate empowerment with a high level of control over the service provision; others pursue a more passive role but may still experience such a role as empowering. A theoretical discussion focusing on the complexities of empowerment and issues of power and authoritative knowledge in cultural systems concludes this paper.     

Design evaluation

Most consumer products have to fulfil a variety of requirements to appeal to consumers and ensure market success. Today, one key factor is the design of the product. Especially for products in highly competitive markets, products with high costs of development and long product renewal intervals, new design concepts have to be chosen very deliberately. There is a thin red line between being too innovative and being too conservative, the former causing reluctant consumer behaviour and the latter generating boring and disliked products in the long run. Therefore, sophisticated and everyday-life relevant techniques of design evaluation have to be used. The present article describes typical problems of standard evaluation strategies and develops solutions to overcome them. The repeated evaluation technique is proposed as a state-of-the-art tool not only for measuring current preferences but also to assist with predicting future appreciation of consumer designs.     

Factors affecting consumer acceptance of chilled ready meals on the island of Ireland

The chilled ready meal market on the island of Ireland is relatively young but is growing rapidly. This paper focused on a consumer questionnaire (n = 702), designed to examine consumer attitudes to and consumption of chilled ready meals, in both the north and south of Ireland. This formed part of a larger study, with the questionnaire findings contributing to an in‐depth sensory study on a selected range of chilled ready meals. For a significant number of Irish consumers, consumption of these products is higher than on the UK mainland. For others, the products are purchased as a convenient alternative or a weekly treat. Respondents in urban locations were significantly more likely to consume chilled ready meals, as were men and younger, single respondents. Irish consumers are becoming more accustomed to ethnic cuisine although traditional meals remain popular. There is a clear need for developers to continue to enhance the sensory quality of these products, particularly as the primary barrier to consumption was a preference for home cooked food. However, they must also strive to maintain consumer interest in the sector, fulfil the desire for convenience and satisfy a more discerning palate.     

An investigation into the perceptions of Chinese consumers towards the country‐of‐origin of dairy products

The dairy incident in 2008 influenced Chinese residents’ attitudes towards domestic and foreign brands in the market. This paper highlights the strong consumer perceptions existing in the Chinese dairy market towards the country of origin of dairy products. Chinese residents generally believe dairy products from foreign countries are superior than those from China. A new theoretical framework is developed to explore the driving factors of country‐of‐effects and its corresponding impacts. Consumers’ image of different countries and national stereotypes, consumer ethnocentrism and animosity, product familiarity and experience, product involvement and some cultural value differences were found to drive country‐of‐origin effects. These effects directly impact on consumer's perceived quality, brand awareness, brand association and loyalty towards the related goods in the market, then influence the brand equity of products from different countries. This study provides a better understanding of country‐of‐origin effects on consumer behaviour, and will help relevant domestic and foreign firms improve their business strategies in China.     

The development of consumer protection in Saudi Arabia

The development of consumer protection in Saudi Arabia is of interest for a number of reasons. First, Saudi Arabia presents a unique combination of size, stage of development of the economy and wealth, coupled with strictness of Islamic observance. Second, consumer protection in the Saudi context has received very little attention from researchers. Despite the richness of Islamic teachings on the conduct of business and trade, very little has been written on consumer protection in Islamic societies other than discussions of financial markets and consumer credit and monopoly. This article briefly explores the background to the emergence of consumer protection in Saudi Arabia. Consumer credit and financial markets are excluded from the discussion. Islamic (Shari’ah) law is analysed as a basis for the regulation of consumer affairs; this system of law is then compared in its major outcomes for consumers with legal systems in advanced Western economies. The development of secular commercial law during recent times in Saudi Arabia is also considered as a parallel development to those in Shari’ah. Both strands of development are then set in the context of Saudi Arabia's 5‐year development plans and the changing position of consumer policy issues is tracked through successive plans. The institutional location of consumer policy within the Saudi government system is discussed before finally considering the changing nature of the Saudi consumer and the possible future for consumer protection in the country.     

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.     

Young Europeans abroad in Scotland: an exploration of how their attitudes to consumer credit reflect dimensions of culture

Nineteen young Europeans from across the Continent took part in in‐depth interviews where a wide range of consumer‐related issues were explored. These issues ranged from specific consumer behaviours and consumer value gained to consumer protection and other aspects of policy. Respondents were postgraduates studying at Scottish universities or young professionals currently working in Scotland. The interviews were structured around a number of key themes that were developed both from the literature and from an in‐depth pilot study. One of these themes was designed to explore the respondents’ attitudes towards saving and borrowing, in particular, consumer credit; and this forms the focus for the current paper. The theme had been developed initially with reference to Hofstede’s cultural dimension of ‘uncertainty avoidance’. However, it also successfully illuminated some of the other cultural dimensions in Hofstede’s typology. As anticipated, respondents tended to benchmark consumer culture in their home country against that of the host country (Scotland). What was surprising was the consensus with which they considered the Scottish/British consumers to be the ‘odd ones out’. This observed convergence appears to indicate that historical cultural differences between continental and Anglo‐Saxon cultures survive and may be stronger and more sustained than any differences between the post‐World War II socialist and market democracies.     

Consumers’ perception of CSR motives in a post‐socialist society: The case of Serbia

Questionnaire‐based consumer research was conducted in Serbia, as a country in a long post‐socialist transition. The focus was on consumers’ opinions of benefits and attitudes which motivate companies to act in a socially responsible way. Analysis resulted in a division of CSR motives into two main clusters: cluster I—stakeholder and value‐driven motives, and cluster II—egoistic motives, performance, and market‐driven motives. The division obviously concerned motives which were the socialist legacy (endogenous motives in cluster I), and motives imported from open market economies (exogenous motives in cluster II). Consumers’ perceptions are significantly different for endogenous and exogenous CSR motives. Exogenous motives are perceived as principal companies’ motives to practice CSR, but there are no significant correlations between the perception of these motives and consumers’ purchase decisions. Endogenous, value, and stakeholder‐driven motives are perceived in a significantly lower degree as CSR motivators with highly divided consumers’ opinions and female consumers rating them significantly higher. Consumers’ purchase decisions are in a statistically significant positive correlation with attribution of endogenous, value, and stakeholders’ needs‐driven motives.     

Framing consumer education conceptual innovations as consumer activism

This position paper developed the argument that creating innovative and forward‐thinking conceptual approaches to consumer education is a proactive process, the trademark of consumer activism. Assuming that (re)conceptualizing consumer education is a form of consumer activism, this article identified the conceptual contributions and intellectual innovations of 24 consumer education initiatives in North America (1962–2012). Using an historical analysis method, this study profiled consumer educators who tried to stay ahead of the curve by creating leading‐edge approaches to socializing people into their consumer role. In effect, they were expressing their personal and intellectual convictions about the potential and possibilities of consumer education as a means to promote change to protect and empower people in their consumer‐citizen role.     

WHY ARE GOODS CHEAPER IN RICH EUROPEAN COUNTRIES? BEYOND THE BALASSA–SAMUELSON EFFECT

In wealthy European countries consumer goods tend to be cheaper than consumer services. Usually explained in terms of cost developments and/or foreign‐trade considerations, this trend could also be a reflection of demand‐side regularities. Estimation of a cross‐country demand system indicates that goods are ‘necessities’ whereas services are ‘luxuries’. The relative price of goods responds negatively to the rising supply of goods and positively to the rising supply of services, with the former response being much stronger. If the supplies of both items were to rise at the same speed, the relative price of goods would have to fall.     

Men as consumers of maternity services: a contradiction in terms

Research and policy on the consumers of maternity services have tended to focus on women, with service provision directed to meet their needs. It is, after all, women who get pregnant and give birth. However, since the 1970s, men have been encouraged to take up an active role in childbirth and, to a lesser extent, pregnancy. This has resulted in fathers becoming participatory in maternity services. In recent years, there has developed a greater focus on paternity and an awareness of the father’s experiences. This has led to an evaluation of maternity services and a desire to better address the ‘needs’ of men as consumers. This article examines some of the factors that have facilitated paternal participation during the antenatal period and birth, and some of the roles and responsibilities assigned to men. The recent debates regarding fathers within childbirth discourses, and what impact this will have on their experience of pregnancy, childbirth and status as maternity service users, are also discussed.     

Advertising effectiveness from a consumer perspective

Communication effectiveness research is moving away from investigations of advertising’s forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception and the social and cultural roles that advertising plays in society and in individual lives. This shift in emphasis has been influenced by communication and media studies, which have prioritised the psychological, social and cultural contexts within which consumers relate to commercial information and the roles that advertising media play in their lives. The focus on the ‘receiver’ as the key actor in the advertising communication process has also coincided with increasing interest in consumer culture theory, brand communities and the new service dominant logic of marketing. This paper provides a useful perspective from which to view contemporary developments in advertising effectiveness research, and has important implications for future studies.     

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.     

Trend and business cycles with external markets: Non‐capacity generating semi‐autonomous expenditures and effective demand

The Global Financial Crisis has underlined the importance of developments in the household sector to explaining macro patterns. Some recent papers have discussed the role of non‐capacity generating semi‐autonomous expenditures in growth theory. This literature ties together several aspects of heterodox thought: growth and distribution; the Sraffian supermultiplier; Duesenberry's relative income hypothesis; the endogenous money approach and Kalecki–Luxemburg external markets. The basic message is that non‐wage sources of effective demand, based on mortgage and consumer credit, can play a key role in inducing capacity investment and driving long‐run output growth. This article gives a broad overview of the role of financed‐induced semi‐autonomous expenditures in growth, cycles and crises, and thus criticizes some of the previous approaches that claim to mimic actual cycles while abstracting from these crucial determinants of economic activity.