Consumer protection law compliance in retail: awareness, socio-economic challenges and implications

Abstract

The Consumer Protection Act (CPA) was adopted in South Africa to safeguard consumer rights and promote fair business practices.However, its effective implementation remains inconsistent across the retail sector, particularly among small and medium enterprises.This study explores the awareness and application of the CPA among retailers in Pinetown, KwaZulu-Natal.Using a qualitative, exploratory research design, data were collected through in-depth interviews from a purposive sample of 11 retailers across hardware, appliance, and clothing sectors.The findings reveal limited awareness of CPA provisions, a reliance on informal information sources, and the prioritisation of internal store policies over statutory obligations.Retailers also reported a lack of structured training, poor communication tools, and minimal efforts to educate consumers about their rights.These gaps undermine consumer redress mechanisms and weaken regulatory enforcement.The study offers practical recommendations for enhancing CPA compliance through targeted training, collaborative stakeholder engagement, and improved consumer education.It contributes to the discourse on retail ethics, regulatory enforcement, and consumer empowerment in emerging market contexts.