Abstract
Consumers face unique behavioral challenges regarding the exercise of their rights, influenced not only by consumer rights awareness but also by psychological attributes. In this study, we explore the role of self-assertiveness in the relationship between consumer rights awareness and consumer rights exercise. Drawing on data from a sample of 510 consumers, analyzed through OLS regression, the study reveals that higher levels of self-assertiveness strengthen the relationship between consumer rights awareness and consumer rights exercise, controlling for sociodemographic factors. The study emphasizes the potential benefits of combining psychological attributes like self-assertiveness, into consumer education and policy, offering implications for consumer educators, consumer practitioners, and policymakers. The findings suggest that the consumer education programs should address the sociopsychological aspects of consumer behavior. By recognizing psychological pathways influencing consumer behavior, stakeholders can design more holistic approaches to support the consumer well-being by fostering responsible exercise of consumer rights.
