Empowering Consumers: The Impact of Awareness on Skill Development and Assertiveness in Market Engagement
Empowering Consumers: The Impact of Awareness on Skill Development and Assertiveness in Market Engagement

Summary/Abstract: Consumer empowerment focuses on the knowledge, attitudes, skills, and advocacy that enableconsumers to recognize and defend their rights and responsibilities. This study aims to explore therelationship between consumer awareness, skills, and assertiveness, highlighting the role of consumerempowerment in defending their rights. The study involves 2,600 respondents, consisting of 1,400individuals from urban areas and 1,200 individuals from rural areas, analysed using Structural EquationModelling (SEM). The findings reveal that consumer awareness significantly enhances both skills andassertiveness. Additionally, consumer skills serve as a mediator linking awareness and assertiveness. Thisresearch emphasizes that higher awareness among consumers can strengthen their competencies indefending their rights and improve assertiveness in making consumption-related decisions. Therefore,this study makes a significant contribution to the literature on consumer empowerment and providesdeeper insights into the importance of awareness in supporting greater empowerment for consumers.The findings can also be used to design more effective policies in the future to enhance consumerawareness and skills.

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