DOLCETA: on-line consumer education – an innovative tool for teachers and educators

Abstract

Why Consumer Education
Consumersof all ages needConsumer Education
We live in a consumer society. Consumption is an important
part of our everyday life and takes a significant proportion of
our money and of our time. This consumer society is changing
very quickly. During the last 60 years consumers have faced
major changes in their lifestyles and consumption habits due to
differing cultural, social, economical and technical influences.
The increasing mobility of populations, production, symbols,
money and information modifies identities and alters loyalties.
This has led to individuals constructing their identities in more
and different ways than previously. Consuming is for most
individuals a ‘natural’ and accepted way to construct identity –
“I am what and how I shop!â€
This development has on the other hand created the need
for consumers who can interpret relevant information and
complex, sophisticated corporate messages in order to make
informedand prudent choices.
Due to the enormous amount of products available and to
the variation in the quality of products, consumers may not be
able to meet their personal needs effectively and commercial
development constantly creates new artificial needs. Not all
consumers will critically filter influences from industry and
from the advertising sector. Citizens need information and
education and an awareness of the difference between real and
perceived needs and how to be selective to truly match their
needs.Rapid changes and potential risks in consumption make itessential for the consumer to consider the consequences of their consumption.