Consumer Rights Paradigm: Development of the Construct in the Jordanian Context

Due to the lack of empirical measures of consumer rights in developing countries in particular, this research aimed to tackle this issue in the context of Jordan. The research adopted a triangulated methodology of initial inductive research work followed by a deductive research approach, implemented empirically. Data were collected from 660 consumers, using a mall intercept method. Multiple statistical techniques were employed for data analysis, using SPSS-23 and a structural equation model (AMOS-23). Three key findings emerged from the current research work. First, the results identified six fundamental consumer rights. These were: (1) right to safety; (2) right to be informed; (3) right to be heard; (4) right to choose; (5) right to privacy; and (6) right to redress. These rights were measured on 29 items, based on confirmatory factor analysis results. (Original list included 53 items.) Second, the status of perceived consumer rights in the study area was not very satisfactory, reflecting a public discontent due to poor consumerism. Third, no significant differences were noticed in consumers’ perception regarding their rights due to their demographic factors. In view of the overall findings, the current authors made several recommendations to both marketing practitioners and public policy makers to improve the quality of consumer rights in the study area. The main contribution of the current research was the development and validation of a measuring scale of consumer rights based on 29 measuring items, structured in six categories.