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Verbraucherbildung und Verbraucherberatung in der Altersvorsorge: ein Überblick über deutsche und britische Initiativen


  • Christina Werner
  • Andreas Oehler


Consumer education and advice can play a vital role in raising awareness for a potential undersaving for retirement. Both may help consumers to select the appropriate pension plan, provider and product and to revise and adapt already taken decisions. Presenting offers in financial education in Germany and the United Kingdom in particular with regard to old-age provision, the article argues that there is a need for an approach that focuses on specific target groups. To reach vulnerable consumer groups financial education needs to be free of charge. Through cooperation with partner organisations consumers can be reached at stages in their life-cycle when important financial decisions need to be taken. In these situations they often prove more prone for attending consumer education and advice sessions. Continuous monitoring and evaluation of the initiatives is crucial to measure success. Verbraucherbildung und -beratung können das Problembewusstsein der Verbraucher für eine potenzielle Versorgungslücke im Alter schärfen, sie bei der Auswahl der geeigneten Vorsorgewege, -produkte und -anbieter unterstützen und ihnen dabei helfen, bereits getroffene Entscheidungen zu überprüfen und anzupassen. Vorgestellt werden Angebote zur finanziellen Allgemeinbildung und Beratung, insbesondere im Bereich der Altersvorsorge in Deutschland und Großbritannien. Im Beitrag wird vorgetragen, dass zielgruppenspezifische Angebote notwendig sind. Um bildungsferne und einkommensschwache Verbrauchergruppen anzusprechen, müssen die Angebote für Verbraucher kostenfrei sein. Über eine Kooperation mit Partnerorganisationen kann das Angebot so ausgestaltet werden, dass Verbraucher in Lebenssituationen erreicht werden, in denen wichtige finanzielle Entscheidungen getroffen werden und in denen daher besonderes Interesse an Bildungs- und Beratungsangeboten besteht. Eine kontinuierliche Evaluation der Bildungs- und Beratungsmaßnahmen ist zur Erfolgsmessung notwendig.

Suggested Citation

  • Christina Werner & Andreas Oehler, 2009. "Verbraucherbildung und Verbraucherberatung in der Altersvorsorge: ein Überblick über deutsche und britische Initiativen," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 78(3), pages 125-143.
  • Handle: RePEc:diw:diwvjh:78-3-8

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    References listed on IDEAS

    1. Ted O'Donoghue & Matthew Rabin, 2001. "Choice and Procrastination," The Quarterly Journal of Economics, Oxford University Press, vol. 116(1), pages 121-160.
    2. Shlomo Benartzi & Richard Thaler, 2007. "Heuristics and Biases in Retirement Savings Behavior," Journal of Economic Perspectives, American Economic Association, vol. 21(3), pages 81-104, Summer.
    3. Adele Atkinson & Stephen McKay & Sharon Collard & Elaine Kempson, 2007. "Levels of Financial Capability in the UK," Public Money & Management, Taylor & Francis Journals, vol. 27(1), pages 29-36, February.
    4. Mitchell, Olivia S. & Utkus, Stephen P. (ed.), 2004. "Pension Design and Structure: New Lessons from Behavioral Finance," OUP Catalogue, Oxford University Press, number 9780199273393.
    5. Martin Browning & Annamaria Lusardi, 1996. "Household Saving: Micro Theories and Micro Facts," Journal of Economic Literature, American Economic Association, vol. 34(4), pages 1797-1855, December.
    6. Kornelia Hagen & Vanessa von Schlippenbach, 2007. "Verbraucherpolitik: Schutz der Verbraucher und Sicherung der Funktionsfähigkeit von Märkten," DIW Wochenbericht, DIW Berlin, German Institute for Economic Research, vol. 74(25), pages 397-401.
    7. Lucia A. Reisch & Andreas Oehler, 2009. "Behavioral Economics: eine neue Grundlage für die Verbraucherpolitik?," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 78(3), pages 30-43.
    8. Bernheim, B. Douglas & Garrett, Daniel M., 2003. "The effects of financial education in the workplace: evidence from a survey of households," Journal of Public Economics, Elsevier, vol. 87(7-8), pages 1487-1519, August.
    9. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages 251-278, October.
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    More about this item


    Consumer education; consumer advice; financial literacy; old-age provision;

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making


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