Consumer consciousness is essential because unfair practices are often indulged in by sellers in the marketplace. For a long time, it was presumed that it was the responsibility of consumers to be careful while buying a commodity or service. However, this approach left consumers vulnerable to exploitation as there was no legal system available to protect them.

The need for consumer consciousness becomes evident when we look at how organisations had to struggle for years to create awareness amongst people. Consumer movements can be effective only with consumers' active involvement. It requires voluntary effort and struggle involving the participation of one and all.

First example: A company marketed its product as the most scientific product, claiming it to be better than mother's milk. It took years of struggle before the company was forced to accept that it had been making false claims. This shows how lack of consumer awareness can lead to exploitation.

Second example: A long battle had to be fought with court cases to make cigarette-manufacturing companies accept that their product could cause cancer. Without consumer consciousness and collective struggle, such companies would continue to deny the harmful effects of their products.

Thus, consumer consciousness is needed to protect consumers from exploitation and to ensure that sellers are held accountable for the quality of goods and services they provide.