Decoding and integrating the facets of consumer empowerment: a study with consumers of high-involvement Product(s)

Abstract

ABSTRACT This study presents an integrated framework for consumer empowerment, expanding on psychological empowerment and analyzing enablers, determinants, and outcomes in the context of high-involvement products. Through hermeneutic phenomenology and interviews with 18 consumers, new enablers (peer group, and purchase journey), determinants (purchasing power, and consumers’ freedom to explore, choose, and buy), and outcomes (peer recognition, and group buying) are identified. The findings reaffirm existing facets of consumer empowerment. The research contributes valuable insights for academics and managers, offering a holistic understanding of psychological empowerment in consumers and encouraging further exploration of this phenomenon.