Women's vulnerability in the digital consumer environment

Abstract

This article seeks to analyze the behavioral vulnerability of consumers in the face of consumer harassment aimed at the female audience in the digital environment, from an interdisciplinary perspective, delving into the sociological and psychological effects of harassment, showing the technological mechanisms that companies are using to conquer this target audience. It will seek to insert women in the new category of hypervulnerable consumers due to their lower economic empowerment in the market, especially when the phenomenon of sexist price differentiation and abusive advertising is identified, presenting legal alternatives for the adequate correction of the practices of transindividual reach. The research followed the deductive method and was based on national and foreign bibliographic research.

DOI:https://doi.org/10.56238/sevened2023.002-014