Investigating how consumer education and lifestyle influence the consumer empowerment: case in rural and urban areas, Indonesia

Megawati Simanjuntak

22 citations0/0 files storedIndependent Journal of Management & Production

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Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics Consumer behavior in food and health

Abstract

This study aimed to analyze the difference of consumer education, lifestyle, and consumer empowerment in rural and urban areas, and to analyze the effect of consumer education and lifestyle on the consumer empowerment. This research used a cross-sectional design study with 120 housewives as the sample selected purposively. Data were analyzed using independent sample t-test, Mann-Whitney, and multiple linear regressions. There were significant differences (p<0.01) in consumer education, fulfilled lifestyle, believer lifestyle, and consumer empowerment index between the two regions, where the urban area scores were higher compared to the rural area. Consumer education and length of education affected positively and significantly (p<0.01) on the consumer empowerment index, while the lifestyle did not significantly affect the consumer empowerment index. The higher intensity of consumer education and higher education levels will increase the consumer empowerment index.

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References

2005How May Consumer Policy Empower Consumers for Sustainable Lifestyles?2002Consumer Control and Empowerment: A Primer 2002The Internet and the birth of real consumer power 2006Enhancing consumer empowerment 2010The relationship between consumer complaining behavior and service recovery 2008Complaint and solution-oriented circles: Interaction patterns in work group discussions 2001Where’s the Power in Empowerment?2007Buying behaviour of rural and urban consumers in India: the impact of packaging

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