Is That "Bargain" Really a Deal? ― Why Online Shopping Makes "Ethical Shopping" Difficult

Black Friday, Cyber Monday, and the year-end. Every time a flash sale notification rings, we switch to "shopping mode." It's easy to add items to the cart without hesitation. However, this speed often leaves ethical choices—such as "environmental impact," "fair labor," and "material and production background"—behind.

Research led by the University of Birmingham and the University of Bristol reported that the characteristics of online shopping can easily block consumers' ethical decision-making. Focusing particularly on online clothing purchases, it illustrates how the "bargains" and "urgency" that become apparent during sales periods push concerns about sustainability and fair labor to the background. Phys.org

"It's not because of weak willpower, but because the environment makes it so."

What makes this study interesting is that it doesn't explain ethical consumption solely as the choice of individuals with strong beliefs. The paper views ethics as a "general understanding at the cultural level" and examines the process by which it is embedded or hindered in everyday "practice." In other words, even if there is a desire to be ethical, if the "template" of the shopping act itself is designed to make it difficult to incorporate ethics, behavior can easily collapse. DOI Resolver

The study involved 58 participants who self-identified as "ethically oriented." Through multiple phases of qualitative research, including interviews and focus groups, it closely followed the "handling" of online clothing selection. Participants were recruited from ethical consumption communities and included internationally active individuals, primarily from the UK. DOI Resolver

The study identified "four characteristics of online shopping that distance ethics."

According to Phys.org and university announcements, the factors that hinder ethical judgment in online environments are quite straightforwardly organized. Phys.org

1) Optimized for passive "habitual scrolling"
E-commerce sites move your fingers before you think. What starts as "just browsing" turns into endless scrolling. The paper mentions the pleasure of "meditative scrolling," suggesting it easily leads to impulsive buying and overconsumption. LinkedIn

2) Price and appearance take center stage
The main features of product listings are discount rates, prices, photos, and reviews. Ethical information, if available, tends to be buried deep. As a result, the habit of "choosing based on appearance and price first" takes precedence, relegating ethics to a "check later" item. Phys.org

3) Lack of or inability to compare ethical and environmental information
The more you want to know about production backgrounds, supply chains, labor conditions, and material impacts, the less standardized the information is. The paper argues that the "lack of ethical provenance and production information" and the prevalence of "misinformation and seemingly false claims" make ethical purchasing difficult. DOI Resolver

4) Strong pressure to "buy now" (limited offers and countdowns)
"Limited stock," "only a few hours left." Especially during sales periods, there are more tactics to create urgency. The announcement points out that such "bargains" and "time restrictions" discount ethical considerations. Phys.org

Ethical fatigue: The more you research, the less you can buy

When trying to buy ethically, many people take on "additional tasks." They read company site explanations, search for third-party evaluations, look up material and factory information, and if inconsistencies arise, they research again. The paper describes how these efforts generate "frustration," "a sense of being overwhelmed," and "fatigue," deepening ethical reflexivity while making it difficult to establish as a habit. DOI Resolver

Ironically, the deeper the reflection, the more one loses the ability to "buy casually." What was once the pleasure of online clothing selection turns into a tug-of-war between research tasks and guilt. As a result, the more one tries to be ethical, the higher the mental cost, leading to a point of "I can't do this anymore."

The study shows that the outcomes largely split into two.

• People who withdraw: They stop buying online and shift to offline or second-hand options. DOI Resolver

• People who "habitualize" the struggle: They continue online shopping while compromising and carrying ethical conflicts. DOI Resolver

What is important here is that "failure is not an individual's defeat." The paper emphasizes that ethical consumption is "not just an individual's responsibility" and highlights the struggle of individuals being forced into "autobiographical solutions" to systemic contradictions. DOI Resolver

"Innovation" is possible, but there are limits

Participants were not just going with the flow.

For example, they spoke of practice reconfiguration such as referring to rating apps (e.g., Good On You), setting material rules (like natural fibers), limiting brand choices, and replacing "scrolling to buy" with "creative/styling scrolling" on Pinterest. DOI Resolver

However, the more innovations there are, the more effort is required. While the effort is commendable, unless the system changes, the structure where fatigue accumulates remains.

What companies need is "visualizing ethics" and "responsible marketing"

The announcement calls for retailers to incorporate "responsible marketing" and ethical and sustainability standards. Enhancing transparency and fairness and moving towards a state where ethical information can be compared without having to search around. This is not just "for those who want to buy ethically." It also makes long-term sense by reducing the side effects of "rushed purchases" (regret, returns, distrust). Phys.org

For consumers: "Four practical tips" from the announcement

The university announcement also organizes four points of ingenuity that individuals can implement immediately. University of Birmingham

1. Pause before buying (Take a break and check necessity if you notice long scrolling)

2. Search for "ethical options" by name (Search for brands and products with fair labor and environmental considerations in mind)

3. Don't stockpile even during sales (Avoid excessive one-click purchases)

4. Restyle/Buy second-hand (Choose to reuse what you have or buy used)

The key is to have a "template" that counters the environment, such as "breaking the flow of scrolling" and "changing the entry point of the search," without relying on willpower.

SNS reactions (based on actual posts and comments + issue analysis)

This topic has sparked discussions starting from the researcher's own LinkedIn post. The post summarized how the design and norms of online fashion, and the pleasure of "meditative scrolling," exclude ethics from the template, leading those who try to buy ethically to become exhausted, with some giving up and others compromising. The post received multiple reactions and comments. LinkedIn

In the comments section, for example,

• There is academic interest such as "Theoretically intriguing, looking forward to reading it." LinkedIn

• There are proposals for the "structural side," such as "Rather than consumers striving, platforms, culture, and practices need to be redesigned so that 'ethics is the default.'" LinkedIn

• There are reactions to the social significance of the research, such as congratulations from co-authors. LinkedIn
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On the other hand, the Phys.org article page currently has 0 comments and 0 shares displayed, indicating a sense that while it resonates with some, broader dissemination is yet to come. Phys.org

The SNS discussion points can be roughly summarized into the following three:

1. The limits of personal responsibility: How to address the structure where "the better people get tired" (design, regulation, standardization of displays). DOI Resolver

2. The reliability issue of ethical information: The burden of "self-research" due to the proliferation of evaluations and certifications. DOI Resolver##