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Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs

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  • Glavas, Charmaine
  • Letheren, Kate
  • Russell-Bennett, Rebekah
  • McAndrew, Ryan
  • Bedggood, Rowan E.

Abstract

Retailers across a variety of sectors offer hardship programs to assist consumers who are experiencing vulnerability. Hardship programs are typically designed as a ‘one-size-fits-all’ approach, viewing consumer recipients as one homogenous group. To investigate the resources associated with consumer vulnerability, we thematically analyzed reports from 20 government-funded projects in Australia which directly assisted 32,498 low-income households in the energy retail sector. Our findings reveal three resource ‘bundles’: connections-resource-bundle, convenience-resource-bundle and security-resource-bundle. We then provide recommendations for retailers and service providers on what they can do to alleviate hardship for consumers within each resource-bundle.

Suggested Citation

  • Glavas, Charmaine & Letheren, Kate & Russell-Bennett, Rebekah & McAndrew, Ryan & Bedggood, Rowan E., 2020. "Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920301570
    DOI: 10.1016/j.jretconser.2020.102212
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    1. Bedggood, Rowan & Russell-Bennett, Rebekah & McAndrew, Ryan & Glavas, Charmaine & Dulleck, Uwe, 2023. "Challenging the social-power paradigm: Moving beyond consumer empowerment to an energy ecosystem of shared value," Energy Policy, Elsevier, vol. 173(C).
    2. Nie, Pu-yan & Wang, Chan & Wen, Hong-xing, 2021. "Horizontal mergers under uniform resource constraints," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Rituparna Basu & Anil Kumar & Satish Kumar, 2023. "Twenty‐five years of consumer vulnerability research: Critical insights and future directions," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 673-695, January.
    4. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Zhang, Yu & Su, Jiafu & Guo, Honggui & Lee, Jeoung Yul & Xiao, Yan & Fu, Mingqiu, 2022. "Transformative value co-creation with older customers in e-services: Exploring the influence of customer participation on appreciation of digital affordances and well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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    7. Gajendra Liyanaarachchi & Giampaolo Viglia & Fidan Kurtaliqi, 2024. "Addressing challenges of digital transformation with modified blockchain," Post-Print hal-04440365, HAL.

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