In the competitive landscape of e-commerce, user experience (UX) design has evolved as a strategic driver of consumer engagement and conversion. However, not all design practices serve the user’s best interests. This study examines the impact of dark UX patterns—deceptive interface designs that subtly coerce or manipulate users into unintended actions—on online consumer decision-making. Through the lens of behavioural economics, persuasion theory, and digital ethics, the research explores how these patterns affect trust, perceived autonomy, and post-purchase satisfaction.
Using a quantitative approach, the study gathers data from Gen Z and Millennial consumers to evaluate their awareness, perception, and behavioural responses to common dark patterns such as misdirection, confirm shaming, hidden costs, and forced continuity. Findings aim to highlight the psychological consequences of such designs and their influence on long-term brand relationships. The study also identifies regulatory and ethical gaps in UX standards, suggesting the need for transparent, user-first digital design practices. By uncovering how consumers are subtly manipulated in the digital marketplace, this research contributes to the growing discourse on ethical UX design in the age of digital persuasion.