This research paper investigates the level of awareness and satisfaction regarding digital consumer rights and dispute resolution methods in urban and rural contexts. Utilizing a quantitative approach with data from 150 respondents, patterns of disputes, resolution, and trust as a consumer were studied. Urban consumers indicated by online shopping behaviours reported higher levels of awareness and satisfaction than rural consumers. Results highlighted the digital divide, where rural consumers are weakened by limited access to technology and information to provide them with the ability to seek complaint resolution. A positive correlation between dispute resolution awareness and brand trust was shown, noting that fair and timely resolution leads to loyalty. The paper advocates for inclusive and accessible dispute resolution methods designed to accommodate a range of consumers to mitigate the digital inequity gap...
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