REGULATING THE MARKET AND CONSUMER BEHAVIOR: THE ROLE OF COMMERCIAL LAW IN PROTECTING CONSUMER RIGHTS
DOI:
https://doi.org/10.35120/Keywords:
consumer rights, market regulation, commercial law, consumer protection, legal framework, market behaviorAbstract
The protection of consumer rights is the basis for building fair and sustainable markets and ensures a balance between the economic interests of businesses and the welfare of consumers. The role of commercial law in this process is reflected in the creation of a legal framework that regulates market behavior, prevents abuses and ensures respect for basic consumer rights. This paper analyzes the main legal mechanisms for consumer protection, their impact on the functioning of the market and the obstacles to their implementation in today's business environment. The theoretical part provides a detailed analysis of the concepts of consumer rights, market regulations and commercial law, with a particular focus on the protection of consumer rights in the context of global market trends. The empirical research includes an analysis of the legal framework of the Republic of Serbia and its harmonization with the European Union legislation, as well as a case study of specific examples of consumer protection through institutional mechanisms. Both quantitative and qualitative methods were used in the research, including analysis of legal documents, in-depth interviews with experts in commercial law and surveys of consumers to determine their satisfaction with the existing protection system. The research findings show that while the existing legal framework provides a basis for the protection of consumer rights, challenges such as ineffective application of the law, insufficient consumer awareness and limited institutional resources hinder its full effectiveness. The conclusion emphasizes the importance of continuous development of the legal system in line with global standards, paying particular attention to the protection of consumer rights as a necessary condition for building a stable and competitive market. This paper contributes to the understanding of the challenges and opportunities in market regulation and provides a basis for further research in the field of commercial law and consumer protection.
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