Analysing the components of attitude in a function of improving consumer protection in the Republic of Serbia

Consumers are the starting point and the focus of all activities of companies that want to survive in the long term and do business profitably on the market. However, even in the most developed economies in the world do not have all the companies awareness about the importance of social responsible business and ethical marketing. Therefore there is a need for institutional protection of consumers from unfer and unethical business of companies, on the one hand, but on the other hand, they have to encourage themselves to be more involved in the protection of their rights. The purpose of this paper is the analysis of the components of consumer attitude about the degree of protection of consumer rights in the Republic of Serbia in order to conclude on which way consumers can be encouraged to participate more actively in the exercise of rights. The aim of this study is to determine whether the cognitive, affective and behavioral component of the attitude are intercorelated and to what extent, and whether cognitive or affective component has dominant influence on forming behavioral component of the consumer attitude. Based on the results of the research about the corelation and influence of the analyzed components of the attitude we draw conclusions on which way it can be possible to affect on the consumer intention to be more engaged in its rights protection as well as on which way it can be possible to improve the consumer protection in the Republic of Serbia, generally speaking.