Laws and regulations for the protection of older consumers in digital commerce in a developing country
Year: 2026
Type: article
Study design: Observational Study
Abstract: The rapid expansion of digital commerce has increased opportunities for consumers while exposing older adults in developing countries to greater risks of fraud, privacy violations, and unequal access to legal remedies. As Thailand becomes an aging society, existing consumer protection laws may no longer adequately address these vulnerabilities (Organisation for Economic Co-operation and Development [OECD], 2023). This study examines the factors influencing online purchasing behavior among older consumers and evaluates the adequacy of Thailand’s legal framework for protecting them in digital commerce. A quantitative survey of 425 Thai baby boomers was analyzed using binary logistic regression, complemented by a comparative legal analysis of consumer protection frameworks in Japan, France, and Australia. The results indicate that education, occupation, monthly income, purchase timing, product reliability, and distribution channels significantly influence online purchasing decisions, whereas personnel interactions negatively affect purchase behavior. Thailand’s legal framework also provides insufficient protection for older consumers in digital transactions compared with the specialized mechanisms adopted in these three countries. The study concludes that targeted legal reforms, stronger regulatory oversight, and accessible complaint and redress mechanisms are needed, contributing to policy development for inclusive and equitable participation in the digital economy (OECD, 2024).
Authors: Rosatorn Toobunterng, Nithima Yuenyong
Institutions: Rangsit University, Pathumthani University
Language: English
Subfield: Law
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7203626192