Challenges in Consumer Education owing to Legal Age of Adulthood:

Examination using Door to Society and Independence Check in Women University Students

Abstract

This study aims to examine the challenges in consumer education by confirming independence level of young consumers and classifying them into groups. An online survey was conducted on women university students through door to society and independence check. The results found that students have high independence levels barring two items on contract. Exploratory factor analysis identified six factors of independence, namely, independent living skills, economic and social interests, life management skills, family budget management skills, planning ability and thoughtfulness, and social nature. Clustering led to four groups of young consumers, namely, extrovert with poor home management skills, optimistic, dependent with good home management skills, and independent. The third group exhibited the lowest percentage of correct answers on contracts.