Consumption Behaviour and its Impact on Consumer Empowerment in Punjab

This study investigates the dimensions of responsible consumer behavior and their impact on consumer empowerment. A sample of 600 consumers (300 rural and 300 urban) from Punjab, was selected using a multistage sampling technique across the Majha, Malwa and Doaba regions. Exploratory Factor Analysis revealed a robust three-factor structure including Consumer Vigilance, Consumer Assertiveness and Ethical and Sustainable Consumption which explained 60.82 percent of the total variance. Multiple linear regression analysis confirmed that these factors significantly predict consumer empowerment (R² = 0.510, p < 0.001), with Consumer Vigilance emerging as the strongest predictor (β = 0.532). Data collection involved urban and rural respondents selected through a mix of random and convenience sampling. The findings emphasize that being informed, assertive and ethically conscious are key drivers of consumer empowerment, offering insights for consumer education, policy-making and marketplace fairness initiatives.