The Evolution of Consumer Rights in the Digital Marketplace

Abstract

This study aims to explore the evolution of consumer rights in the digital marketplace, focusing on how technological advancements and changing consumer behaviors have influenced consumer rights and protections. It seeks to identify the main themes and concepts that characterize consumer experiences and concerns in the digital age, with an emphasis on privacy, security, transparency, and inclusivity. Utilizing a qualitative research approach, this study collected data through semi-structured interviews with 26 participants, representing a diverse cross-section of digital marketplace users. The interviews were designed to achieve theoretical saturation, exploring a wide range of experiences and perspectives on consumer rights in the digital domain. Thematic analysis was employed to identify and analyze recurring themes and concepts within the interview data. The analysis revealed three main themes: Changing Nature of Consumer Interactions, Evolving Consumer Rights and Protections, and the Impact of Technological Advancements. Within these themes, key categories emerged, including Digital Consumer Engagement, Trust and Security Concerns, Transparency in Transactions, Right to Privacy, Accessibility and Inclusivity, and the implications of Artificial Intelligence, Blockchain, and the Gig Economy. These categories encompassed concepts such as ease of access, data privacy, clear pricing, GDPR compliance, and personalized shopping experiences, highlighting the complex landscape of consumer rights in the digital marketplace. The study concludes that the digital marketplace presents both challenges and opportunities for consumer rights. Technological advancements have transformed consumer interactions and expectations, necessitating enhanced mechanisms for privacy, security, transparency, and inclusivity. To safeguard and enhance consumer rights in this dynamic environment, a collaborative effort among stakeholders, including businesses, policymakers, and consumers, is essential. Furthermore, fostering digital literacy among consumers is critical for empowering them to navigate and protect their rights in the digital marketplace effectively.