Determinant Factors for Unfair Trade Complaint Behavioural Intentions of Consumers in Zambia

The study aimed to understand factors that determine unfair trade complaint behavioural intentions of consumers in Zambia. The study was anchored on the TPB. The study followed the post-positivism philosophy and quantitative approach. The cross-sectional survey design was employed. Data was gathered using structured questionnaires to a convenience sample of 385 consumers from the retail sector in Lusaka district. Data was analysed using descriptive and regression analyses. The findings of the study led to the conclusion that there are several factors that determine the complaint behavioural intentions of consumers in Zambia towards unfair trade practices including social norms, consumer rights awareness, attitudes towards complaining, behavioural beliefs, self-efficacy and prior experience in complaining. The study recommended consumer protection agencies in Zambia such as the CPCC to increasingly educate the public on their rights as consumers as stated in law. The study further recommended for enhanced access to consumer protection that is easy and convenient ways of lodging consumer complaints about unfair trade practices.