Academia de Studii Economice Bucuresti

Amfiteatru Economic
Facultatea de Business si Turism

Education – Determinant of Consumer`s Conditions in an Era of Technological Change

Author:Cristina Burghelea and Mirela Ionela Aceleanu

JEL:D11, D18, I21


Keywords:education, consumer education, lifelong learning, consumer behaviour, technological changes, protection of consumer rights, the new consumer, consumer condition index

In the era of technological change, consumers face an environment increasingly complex, leading to significant challenges regarding buying and consuming choices and consumer protection. The most important and most influential technological changes in terms of the impact on the consumer, are iduced by internet, digitization and globalization. However, the era of technological change also means developing biotechnologies, nanotechnologies, new materials and new energy sources, all these changing people`s lives, living conditions, their needs and their behaviour as consumers. The literature highlights the factors that influence purchasing behaviour and changes manifested in terms of values, stressing the importance of promoting and protecting consumer`s rights and interests, The new responsible consumer can become a key driving force of sustainable development only if it is able to capitalize on new opportunities and to counter new risks of modern marketing technologies based on the Internet and mobile communications. This involves the assimilation of new knowledge throughout life to keep up with the accelerating pace of technological innovation and diffusion of e-commerce solutions and mobile commerce. We study the correlation between the composite index of consumer conditions and the level of participation in lifelong learning programmes in some Member States, based on secondary analysis of the data available at EU level,. The results confirm that the consumer`s situation is better in countries where the level of participation in lifelong learning programmes is higher. At the same time, however, the correlation is not linear. This shows that the consumer`s situation does not depend exclusively on formal continuing education but also other factors such as timeliness and severity of legal and institutional framework of consumer protection, the acquisition of knowledge through informal means, the requirement of different customers in different countries.
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