Knowledge Without Action: A Moderated Mediation Analysis Of Educated Consumer Grievance Redressal Behaviour In Sivaganga District, India

Abstract

This research examines the reasons for the non-participation of educated consumers from Sivaganga District, Tamil Nadu, India, in both statutory and digital grievance redressal systems even though they are aware of their entitlements. The research uses cross-sectional survey data collected from 451 educated consumers and builds and tests a moderated mediation model rooted in consumer behavior theory, Sen’s capability approach, and access-to-justice theory. Awareness of consumer rights predicts filing grievances positively; however, perceived barriers and preferred grievance filing channels act as robust partial mediators, mitigating the impact of awareness on action. The context of the service- or product-based relationship moderates these relationships such that the relationship is stronger when the purchased service is perceived to be service-dominant. The findings reveal a continuing knowledge/idle action paradox and highlight the need for low-barrier service specific digital grievance platforms. Recommendations are provided for policy makers, consumer protection agencies, and service providers in digitally growing developing nations.