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Keywords: Consumer literacy
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South Asian Journal of Marketing (2025) 6 (1): 33–52.
Published: 05 August 2025
... and the consumer literacy knowledge (CLK) of youngsters. Design/methodology/approach This is a cross-sectional study conducted on 403 students aged between 18 and 25, from higher educational institutions in India. Structural equation modelling technique was adopted to test the hypothesized relationships...

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