Assessing Consumer Awareness and Protection in Online Shopping Platforms: Evidence from Chennai City

The rapid rise of online shopping in India has altered consumer buying behavior by providing experience, competitive
pricing, and product variety. Concern has arisen concerning consumer protection in this digital revolution: consumer data
privacy, fraudulent transactions, delay in delivery, fake goods, and the absence of remedies against redress. The present
study attempts to analyze the efficacy of the consumer protection measures for e-commerce transactions in Chennai with
reference to awareness, grievance management, trust origin, and satisfaction level of online consumers. The data were
collected from 200 respondents through a structured questionnaire. Reliability analysis, correlation, and regressions were
used as statistical tools. The findings revealed that consumer awareness, platform accountability, and the grievance
redressal system have a significant impact on consumer protection and consumer trust. The study concludes with policy
implications for strengthening digital consumer rights and ensuring fair trade practices in e-commerce platforms