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This paper seeks to explain consumers' reasons for purchasing from informal sector suppliers so that policy initiatives can be developed to tackle the off-the-books consumer culture. The conventional assumption is that those purchasing from the informal economy are marginalised populations seeking a lower price. Here, however this assumption is evaluated critically. Reporting data from a 2019 Eurobarometer survey involving 11,171 face-to-face interviews in 11 East-Central European countries ondoi:10.37075/ea.2021.1.08 fatcat:t6toxchkhfbafd2sxttboh3iri