RIGHTS-DRIVEN CONSUMER ACTIONS: THE LINK BETWEEN AWARENESS OF CONSUMER RIGHTS AND FINANCIAL INDEPENDENCE

This research suggests that as individuals' financial standing improves and they achieve a debt-free status, the link between their awareness of consumer rights and their ability to act on this knowledge becomes stronger. The study utilized a multistage random sampling method to gather data from a diverse group of consumers across Kerala. The findings indicate that consumers who are free of debt are more likely to translate their awareness of consumer rights into informed actions, demonstrating a positive correlation between financial stability and proactive consumer behavior. The study highlights the significance of debt freedom in empowering consumers to make better decisions regarding their rights, underlining how financial security can lead to more active engagement with consumer protection principles. The paper discusses the broader implications of these findings, emphasizing the need for further research into how financial literacy and consumer education can enhance consumer rights awareness and behaviors, particularly in regions with varying levels of economic stability. The results could inform policy makers and businesses about the role of financial independence in fostering informed consumer practices.