Consumer vulnerability, consumer well-being, and caring marketplaces

Citation

Heath T & Branco-Illodo I (2025) Consumer vulnerability, consumer well-being, and caring marketplaces. In: Daskalopoulou A & Yannopolou N (eds.) Marketing Ethics and Consumer Society. 1st ed. London: Routledge. https://doi.org/10.4324/9781003604549-8

Abstract
This chapter discusses consumer vulnerability, consumer well-being, and caring marketplaces. We begin by defining these terms and exploring how they are intertwined. We then consider consumer vulnerability’s meanings and highlight its associated definitions and dimensions. From there, and following a critical approach, we turn our attention to how the marketplace can heighten consumer vulnerability. Subsequently, we explore the benefits of a care ethics approach to studying consumer vulnerability and propose a framework to address the topic. We further consider new sources of consumer vulnerability arising from the digital age. Finally, we draw our conclusions and suggest ways forward for scholarship in the field.

Keywords
Consumer vulnerability; harm; consumer well-being; ableism; ethics of care