Nudging for Equity: A Behavioural Economics Analysis of Consumer Protection for Women in Ghanaian Markets (2010-2025)

This original research article addresses the persistent vulnerability of women consumers within Ghanaian markets, a critical yet under-examined dimension of consumer protection in Africa. It investigates how behavioural economics can elucidate and mitigate the specific cognitive biases and market inequities disproportionately affecting Ghanaian women. Employing a mixed-methods approach, the study analyses secondary data on consumer complaints (2015-2023) and primary data from focus group discussions and surveys with over 300 women across three Ghanaian regions, conducted in 2024. The findings reveal that women are systematically nudged into disadvantageous decisions through exploitative framing of prices, complex contractual terms for household goods, and gendered marketing of substandard products. These practices capitalise on socially ingrained time poverty and heightened aversion to public negotiation, particularly in informal market settings. The study argues that conventional consumer protection frameworks, which assume rational choice, are insufficient. It proposes the development of ‘equity-by-design’ interventions, such as standardised pricing displays, simplified warranty information in local dialects, and female-centric grievance reporting mechanisms. The research contributes a novel, evidence-based African perspective to the literature on behavioural public policy, asserting that empowering women as informed consumers is not merely a regulatory issue but a foundational prerequisite for equitable economic participation and leadership in Ghana’s marketplace.