In recent years, consumers have become more aware of their rights. The spread of education, advertising media, rising prices, availability of more goods, the concept of social responsibilities of business and legislative measures are responsible for growing consumer awareness.
Today consumers expect better quality goods at reasonable prices. Consumers have in some cases formed associations to protect their rights against unfair trade practices. This movement of consumers is called consumerism.
It refers to the organised efforts of consumers to seek redressal of their grievances and dissatisfaction.
According to David Cravens and Gerald Hills, “consumerism is a social force within the environment designed to aid and protects the consumer by exerting legal, moral and economic pressure on business”.