Pressure by Design? Dark-Pattern Nudges at Checkout and Brand Trust Erosion (EU/UK 2021–2025)

Author(s)	Ms. Arshia Taneja
Country	India
Abstract	This secondary research study examines the relationship between e-commerce "pressure" nudges at checkout and consumer trust erosion in the European Union and United Kingdom from 2021-2025. Method: Systematic literature review following PRISMA guidelines, complemented by unobtrusive analysis of 6 UK/EU e-commerce brands and public complaint data from regulatory sources and consumer review platforms. Results: Analysis of 847 initial search results yielded 6 qualifying studies showing consistent negative effects of dark patterns on consumer trust. Among analyzed brands, 83.3% employed countdown timers, 66.7% used fake scarcity claims, and 50.0% practiced drip pricing. Brands with multiple pressure nudges (n=5) generated 100% of documented trust complaints, while the single high-transparency brand (ASOS) showed zero trust-related complaints. Conclusion: Evidence supports both hypotheses: sites with multiple pressure nudges correlate with higher complaint rates, while transparent checkout designs associate with maintained consumer trust despite comparable pricing.
Keywords	dark patterns, e-commerce, consumer trust, checkout optimization, digital marketing ethics
Field	Business Administration
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-09-02
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.55044

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