The relevance of consumer awareness has also become clear in the currently dynamically changing markets, in which the number of products and services to choose from is not surpassed, but the amount of choices to make offered by the end-user is rather much lower. The traditional market place, however is today no longer limited to brick-and-mortar stores; the information revolution has brought e-commerce, internet banking, and the subscription service economy into existence. While these developments have added greater access and convenience for the consumers, they have in their wake created new problems in the form of fraudulent advertising, misleading advertisement claims, and data privacy concerns among others. Consumer knowledge is useful and not merely needed for a fair, safe, and accountable distribution on this perspective.
Consumer awareness describes the focus of consumers in respect to how much they have knowledge or understanding that improves their choices concerning any kind of product or service. It further allows them to learn what rights they are entitled to, discover certain wrongful practices and attempt to correct things where they feel abused. However, it is a difficult job to make this awareness a practice among the vast segment of consumers. This demands a learned public, entrepreneurial enterprise, a strong body of law, and regular enforcement. They tell us how much recourse the consumers have in a marketplace hijacked by the involved parties.
There is a tempting correspondence between the kinds of problems and risks consumers are most vulnerable to and the vulnerability with which consumers are most likely to be exposed. Deceptive behavior such as misadvertising, price-control, and low-quality good sale has always been part of the challenges for traditional economy, however the digital economy appears to have magnified this problem. Online shopping platforms are very convenient, but this has lead to fake goods, hidden charges, and unauthorized access to personal information. It also makes the problem more complicated because, due to social media and web advertising, retrieval often comes combined with advertisement. Therefore, a vigilant and critical consumer should be equipped with enough knowledge in order to take risks.
Consumer laws like Consumer Protection Act, 2019, of India have greatly contributed to improving consumer awareness and protection. This Act (1) generally frames the defense of the consumers’ position with provision for the accommodation of the contemporary threats that include e-commerce and digital fraud. The CCPA under the Act has also reinforced the area of enforcement, because the new authority is empowered to enforce provisions against misleading advertisements, unfair trade practices, and the selling of substandard goods. Provisions for product liability, for redressal of consumer complaints and for regulation of e.commerce not only increase the scope of safeguards available to consumers, but also facilitate consumer rights in exercising their economic and political rights. Although they alone cannot have an educated consumer community, educational and awareness campaigns have to come on a large scale along with it.
Education is a foundation for consumer awareness. The consumers and the people at large must be sensitized to their rights as well as legal redresses. Marketing operations for important issues in consumer protection, such as lodgement of complaints, warranty, and fraud, will have to be conducted. Digital literacy is equally relevant in the digital age. Citizens should be informed about what measures can be taken to verify the identity of an online seller, protect personal data, and recognize scams. Schools, community programs, and government plans should accomplish the requirement of consumer education towards all sections of society.
Media has played an essential role in consumer awareness. Investigative reporting and consumer watchdog programs have revealed thousands of corporate malfeasances, such as faulty products and predatory pricing. Social media has been a means to consumers for voicing their experiences, warning others, and penalizing firms. However, in doing this, the media also faces its challenges, such as accuracy in information flow and avoiding sensationalism. As long as they are done correctly, then media may amplify consumer voices and, therefore, unleash more dramatic societal change about business and commerce.
Consumerism within remote rural and marginal districts remains a thorn to the process. There is poor connectivity and information flows, compounded by language barriers for these sections of people in exercising their rights. The gap must be closed through specific outreach activities, local campaigns, and coordination with community opinion leaders. In addition, government and NGO partners should collaborate to ensure that rules and tools for consumer protection are effectively accessed by every population sector transcending geographic and socioeconomic barriers.
Consumer awareness also has to be encouraged by businesses. Ethical behavior, for example, labeling and advertisement transparently and stating a definitive price, allows to establish trust to the customer and maintain long-term relationship. Companies that have consumer satisfaction as a goal and conduct business honestly abide not only by legal standards, but, in the process, gain a market advantage. But companies also need to understand that despising consumer rights can cost them even more damages – both legally and in a bad public opinion.
E-commerce has made consumer awareness a transnational phenomenon. Trade crossing borders, international supply chains, and global digital platforms make it common that consumers interact with sellers situated in different jurisdictions. The involvement of global collaboration exists in the management of trade arrangements, the enforcement of consumer rights, and dispute settlement. Steps such as global codes of conduct, international arbitration processes, and cross-border legal instruments can help consumers to feel more secure in the context of globalization. In the long run, consumer awareness is making people behave in informed ways and the businesses to be accountable for their dealings. It is something more than a matter of law, but also social, and therefore demands joint efforts from governments, industry, civil society member and, ultimately, consumers too. Evaluated consumers are better prepared to generate demand for ethical business behavior, drive competitive pressure for better quality, and lead to marketplace transparency. And this, as a consequence, leads to a healthier economy and a healthier society.
The growing relevance of consumer awareness reflects the challenge of a market growing more and more quickly. Because technology will continue to develop and commerce will ultimately take us as far as it can go in going digital, the consumer risks will increase. Continuing changes in the law, ongoing education, and a shared commitment to consumer protection are necessary to keep pace with the burden of the challenge. Informed consumers can act in the best interest of their own needs, to rectify inequality, and be stakeholders in a marketplace that places the value of fairness and accountability first. It happens only at the end, when we can attain the vision of an absolutely fair and honest economy.
(The Writer is Editor in Chief of the Assamese E-Megazine SAMPROTIK)
