Consumer protection literacy affecting consumer protection behavior of village health volunteers in Bang Khla District, Chachoengsao Province

Abstract

Consumer protection literacy is an essential skill for protecting consumer rights. This descriptive study aimed to investigate the consumer protection literacy which related to and influenced consumer protection behavior among village health volunteers (VHVs) in Bang Khla District, Chachoengsao Province. The sample group consisted of 255 VHVs in Bang Khla District. Data were collected using a questionnaire and analyzed using descriptive statistics and inferential statistics, including Pearson's correlation coefficient and multiple regression analysis.
The results showed that level of consumer protection literacy among VHVs was insufficient (Mean = 2.02, S.D. = 0.36), while their consumer protection behavior was at a good level (Mean = 4.11, S.D. = 0.71). It was found that consumer protection literacy had a moderate positive correlation with consumer protection behavior (r = 0.492, p-value < 0.001). Overall consumer protection literacy could explain 24.2% of the variance in consumer protection behavior (R² = 0.242, F = 80.59). Specifically, understanding and the ability to communicate or share information about consumer protection together explained 25.7%
of the variance in consumer protection behavior (R² = 0.257, F = 43.50). Therefore, it is recommended that regular training or activities be organized to improve consumer protection literacy among VHVs. Additionally, their literacy and communication skills related to consumer protection should be strengthened to ensure that community members receive accurate, clear, and effective information that is appropriate to the current context.