Marketplace literacy education and coping behaviors among consumer-entrepreneurs in subsistence marketplaces during demonetization in India
(2021). Journal of Consumer Affairs, 55(1), 179–202.
Cited 24 times · OpenAlex, 2026-11-07
In short
When India withdrew high-value banknotes overnight (demonetization). This study asks whether teaching marketplace skills to low-income women who both buy and sell helped them cope with that shock, using a survey of women in urban and rural areas. The abstract does not report the headline result; it frames the work as drawing lessons for protecting vulnerable consumers and entrepreneurs from future shocks.
Abstract
We study the impact of marketplace literacy education on marketplace coping behaviors in the face of systemic shock due to demonetization, deriving important implications for consumer affairs from this radically distinct context. We study whether and how such education can have positive impact even in the face of such macrolevel disruption that disproportionately affects those with the least resources and renders them even more vulnerable. Marketplace literacy education encompasses awareness and knowledge about marketing as well as self‐confidence and awareness of rights as buyers and sellers. We examine the influence of marketplace literacy in urban and rural areas on coping behaviors of low‐income women consumer–entrepreneurs during demonetization in India, using a retrospective survey. We derive implications to mitigate the effect of future shocks on consumers and entrepreneurs at the vulnerable end of the income spectrum.
Abstract retrieved from Crossref.