Vol. 1 No. 1 (2020)

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A Case Study in Behavioural Economics: Consumer Protection and Market Vulnerabilities in Madagascar (2010–2025)

Deborah Yates, University of Mahajanga
Published: January 22, 2026

Abstract

This case study examines the persistent vulnerabilities of Malagasy consumers, particularly women, to exploitative market practices between 2010 and 2025. It contends that conventional consumer protection frameworks, predicated on assumptions of rational choice, are inadequate within Madagascar’s socio-economic context. Employing a qualitative methodology, the analysis synthesises document review of national policy and regulatory developments with field observations and secondary data on prevalent market issues. The findings demonstrate that consumers are systematically disadvantaged by behavioural biases—including present bias, limited attention, and social proof—which are compounded by pervasive information asymmetries and low financial literacy. These vulnerabilities are particularly acute for women, who frequently manage household finances and are disproportionately targeted by informal credit schemes and opaque pricing in local markets. Consequently, the study concludes that effective consumer protection in Madagascar and similar economies necessitates a behavioural economics perspective. It advocates for context-sensitive policy interventions, such as ‘nudge’-based regulatory tools and tailored financial education programmes, which account for local socio-cultural norms. The research contributes a more relevant governance model that seeks to empower consumers by addressing the psychological roots of market disadvantage, thereby promoting more equitable and resilient local economies.

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How to Cite

Deborah Yates (2026). A Case Study in Behavioural Economics: Consumer Protection and Market Vulnerabilities in Madagascar (2010–2025). African Journal of Women in Leadership and Governance, Vol. 1 No. 1 (2020), 40-54.
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Keywords

Behavioural EconomicsConsumer ProtectionSub-Saharan AfricaMarket VulnerabilitiesNudge TheoryFinancial InclusionGender Disparities

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Vol. 1 No. 1 (2020)
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