Being a consumer is based on choices and behaviors of individuals in a market that is competitive and embedded in administrative systems that foster and regulate it. Consumerism in India has grown from meeting basic survival needs to meeting aspirations.
Good citizenship entails an interest in, engagement with, and responsiveness to collective well -being.
Can the two co-exist to mutual benefit and if so, how?
- Civic action gives a voice to and empowers individuals to assert their rights in the market place and with administrative systems.
- A robust legal infrastructure can help to safeguard consumer rights and regulate the market.
For e.g., India has a three-tier consumer dispute redressal system—District, State, and National Commissions. The Consumer Protection Act, 2019, that replaced the 1986 Act with stronger provisions, established the Central Consumer Protection Authority (CCPA), introduced e-commerce regulations and product liability and provided for mediation and faster dispute resolution.
- Promoting values and ethics in consumer and market behaviour through educational endeavours is another response that also helps build civic awareness.
For example, consumer education in schools and colleges is a good tool to help students enter the space of public discourse. When students learn to question misleading advertisements, report faulty products, or support ethical brands, they are learning about ethical accountability in buying and selling. Learning about sustainable consumption builds an appreciation of the impact of production and consumption on society, the environment and on the economy. This awareness could translate into larger civic behaviors such as responsible voting, respecting public resources and advocating for policy changes. Partnering with consumer rights organizations like CAG, NGOs, and government bodies for campaigns is a useful methodology.
- However, unless there is a fundamental shift in our definition of what is ‘economic’, I wonder if there is any possibility of bridging being a consumer with being a responsible citizen.
E.F. Schumacher’s Small Is Beautiful, influenced greatly by Gandhi, is a critique of conventional economic thinking and is as relevant in today’s world of economic inequity and climate change as it was in 1973, when it was published. Schumacher broadens the definition of what is ‘economic’ as activity that is rooted in the intentions of sustainability, dignity, and community well-being as much as it is with the profitability to the proponent of the activity. “Economics as if people mattered”—the subtitle of the book is a redefinition in itself. He draws from Buddhist Economics that emphasizes livelihood that is meaningful and non-exploitative for the individual, an economic system that ensures that basic needs are met for all rather than just satisfying the wants of a few, and that is harmonious with nature. As the title of his book suggests, Schumacher argues that “small” economic units—local businesses, community enterprises, and decentralized systems—are more resilient, humane, and responsive than huge corporations and centralized administrative systems.
Kudos to CAG in this 40th year landmark of its immense responsiveness to civic and consumer issues and good wishes for the journey ahead.
Add new comment