Consumers' financial literacy as tool for preventing future economic crisis.
The objective of this paper is to investigate the nature and extent of financial literacy among consumers in European countries, and identify factors determining the decisions of consumers on the financial services market. To this end a survey was conducted using a structured questionnaire in Germany, Poland, Romania, Spain and the UK. The research results have provided evidence that the level of financial literacy in selected countries is low, sometimes at the level of financial illiteracy, resulting in consumer misunderstanding and misinterpretation of basic financial services. The lowest level of financial literacy occurred in countries where financial crises had the strongest influence on economy. Research results have also shown that financial illiteracy depends on gender, level of education and profession. Financial literacy significantly affected the financial decisions of individual consumers. Specifically, financial illiteracy had a negative effect on the image of financial institutions, neutral information, and personal financial needs as well on advocate information.
In this study, the financial literacy level of EU customers and the factors that influence their financial decisions were subject to examination. It is possible to summarize the research findings by stating that financial literacy is far from the required level.
Even more so, one can venture a statement that financial illiteracy is present in EU countries. The financial literacy level has been found to be affected by financial situation, education level, and workplace activity. A significant difference in the level of financial literacy has also been observed with respect to respondents' gender, education level and work activity.
The top three most powerful determinants of financial decision-making have included the reputation of the financial institutions, perceived ethics of the firm, and diversification purpose, whereas the three least influencing factors have comprised rumors, family member opinions, ease of obtaining borrowed funds and friend's recommendations.
Financial literacy has significantly affected financial decisions of individual customers. Specifically, financial literacy has had a negative effect on each of the five factor categories with the exception of the accounting information category. The effect of financial literacy on the accounting information category has been positive, but statistically insignificant. The lowest level of financial literacy occurs in countries where financial crises had the strongest influence on economy.
Undoubtedly, future research should be more intensely focused on investigating what should constitute viable financial literacy in the context of globalization of the financial market. Similarly, it may be necessary to consider and embark on research into the most effective campaigns for financial literacy. Ultimately, that is the research that is likely to inform policymakers and financial institutions on the most sensible strategies to be implemented.
Invariably, this calls for further research in different countries from the region, as well as for comparative analyses to be made between well-developed countries and countries in emerging markets. In addition, it would be proper to commence with a more comprehensive study of consumers' perception of how they earn, manage, and spend their money.
It should be underlined that financial illiteracy, like language illiteracy, is not absolute in its own right (Harrison-Walker, 1995), and must be gradually replaced with financial literacy that comes with adequate exposure to financial markets (Yunus, 2008; Yzaguirre, 2002).
With proper training and guidance, consumers are likely to enhance their knowledge and become more comfortable using additional financial tools and media such as internet banking, debit cards, or even overdraft in a more responsible and considerate way.
When this financially literate generation becomes parents, then its knowledge, as suggested by Yzguirre (2002), will trickle down to the next generation. This social network, while informal, is also a more certain and effective way of transmitting knowledge. Evidence from this study indicates that parents, school, and work are important sources of financial education.
It has been previously argued that an increased exposure to financial services raises consumers' awareness to financial matters and, subsequently, their financial literacy (Yzaguirre, 2002). That is why consumer financial education should be considered as an integral and important aspect of financial institutions.
A more knowledgeable customer base has many advantages for financial institutions - reduced risk profile, and reduced moral hazards (Koveos and Randhawa, 2004). All of these combined will ultimately protect the image and growth of financial institutions.
When viewed from a consumer perspective, consumers patronize financial institutions in order to optimize their financial management. The ultimate purpose of increasing financial education is to facilitate consumers' full participation in the market place (First Command Educational Foundation, 2008; Yunus, 2008). Therefore, if financial institutions meet this need more effectively, then they could affect themselves more positively.