Consumer's Protection from the Generation Y's Perspective. A Research Based on Scenarios

Our study grapples with the topic of consumer's protection from the particular perspective of Generation Y (born between 1980 and 2000) and uses an exploratory, qualitative form of research conducted among 244 students (undergraduate level, Marketing specialty, and graduate level, different specialties) who responded from the consumer's and manager's perspective to two hypothetical scenarios in which the consumer rights were infringed (“shelf cheating”). Likewise, it was tested their knowledge about consumer rights, the institutions involved in consumer's protection and their utility and efficiency.