Generally speaking, impulse buying is sudden, unexpected buying driven by a consumer's impulsive desire to buy, typically sparked by outside stimuli. Once studied in brick-and-mortar settings, impulse buying has grown quite prevalent in the digital age, especially with the fast expansion of e-commerce outlets [1]. 30 to 50% of sales in physical retail environments come from impulse purchases, hence emphasizing their significance in changing consumer behavior (Hausman, 2000). This phenomenon is as, if not more so, common in internet venues where environmental stimuli and customized interfaces are easily used to inspire purchasing impulse [2]. According to Beatty and Ferrell (1998), this activity is quick, thoughtless, and meets a psychological or hedonic desire [3]. Unlike traditional retail, online environments provide unique stimuli—including algorithm-driven recommendations, urgency cues, or aesthetically pleasing product placements—that increase the propensity for impulsive buying [4]. These systems eliminate physical boundaries, therefore permitting quick transactions that boost the sense of urgency and enjoyment related with impulsive actions [5]. Online impulse buying has psychological roots in both trait-based characteristics—that is, innate consumer impulsiveness—and state-based influences including website quality and shopping environment. As Wells et al. (2011) point out, this behavior results from the interaction of personal predispositions and digital environmental stimuli. Consumers high in impulsiveness, for instance, are more prone to be influenced by aesthetically pleasing interfaces or time-limited offers, which act as outside stimuli for impulsive behavior [6]. Emphasizing cognitive, emotional, and personality dimensions, this behavioral review seeks to investigate and synthesize current research on the psychological processes of online impulse buying. By understanding how internal tendencies interact with outside cues in digital purchasing contexts, this review offers a whole framework for explaining online consumer behavior [7], therefore laying the foundation for more ethical design of e-commerce platforms and practical insights for both marketers and psychologists. Particularly with the quick spread of e-commerce channels, the digital revolution has greatly changed consumer purchasing habits. The frequency of impulse buying in digital environments has been greatly raised by the convenience of anytime-anywhere shopping combined with the immersive design of online marketplaces [8]. Wells et al., 2011 estimate that impulse rather than deliberate intent drives up to 40% of e-commerce purchases. Given global e-commerce revenue of about $6.3 trillion in 2024 and anticipated to reach more than $8.1 trillion by 2026, a significant part of this expansion may be attributed to unanticipated purchases driven by tailored advertising, time-limited offers, and emotionally charged marketing strategies [9]. The widespread use of smartphones, digital wallets, and focused social media advertising has made impulsive buying more natural and responsive. To entice customers into making immediate decisions [10], platforms such Amazon, Flipkart, and Instagram Shopping employ algorithm-driven features including real-time product scarcity warnings, "Buy Now" buttons, and AI-powered recommendation engines. According to a Statista poll, more than 80% of millennials admitted to making impulsive purchases online, often triggered by flash sales and influencer endorsements. Trends also show that mobile commerce (m-commerce) has become a strong trigger for impulsive consumer behavior; studies show that mobile users are more likely than desktop users to engage in impulsive buying [11]. Furthermore, social commerce—shopping directly through social media—has emerged as a major driver of impulse buying, particularly among Gen Z and younger millennials who value instant gratification and peer approval [12]. This growing trend emphasizes not just the economic relevance of impulse buying in e-commerce but also the necessity of a more profound behavioral and psychological knowledge of what drives these decisions. Understanding these patterns is crucial for both marketers looking to boost sales and legislators concerned with ethical consumption as digital platforms keep optimizing for engagement and conversion [13]. Following a systematic literature review technique in accordance with the PRISMA 2020 guidelines, this article examines how impulse buying (IB) has been evaluated across many consumer contexts—offline, online, and multichannel [14]. From the 258 original results from the search approach covering key databases including Scopus, Web of Science, and ProQuest, 54 high-quality peer-reviewed papers were included after rigorous eligibility and exclusion standards based on the AJG 2018 ranking [15]. Four main methodical techniques employed to evaluate IB were found in the review: quantitative self-reports (63%), laboratory experiments (26%), fieldwork observations (11%), and qualitative interviews. With sample sizes ranging about 400 participants, self-reports were the most often employed relying on verified scales like Rook and Fisher (1995) and Verplanken and Herabadi (2001). Laboratory studies used eye-tracking, fMRI, and electrodermal activity to capture the visceral components of IB, therefore emphasizing the relevance of affective arousal and decision speed [17]. Field studies assessed real-time behaviors utilizing shopping diaries, mall-intercepts, and virtual reality surroundings. The most significant conclusion was the excessive reliance on cognitive self-reporting instruments that resulted in a neglect of real-time and affect-based indicators [18]. The authors stress the necessity of combining psychophysiological and behavioral instruments to better grasp the conative and visceral aspects of IB. They also point out three important future research directions: theory refinement, understanding individual differences, and improving predictive behavioral models—particularly important in the context of e-commerce where impulse triggers are ever more dynamic and technically mediated [19].

With a focus on psychological and behavioral processes [20], this review used a systematic literature review technique to examine how impulse buying has been investigated throughout e-commerce environments. The researchers followed the PRISMA framework to ensure transparency and replicability throughout the selection and synthesis process. Leading academic databases—Scopus, ScienceDirect, SpringerLink, Wiley Online Library, and Emerald Insight among them—were covered in the literature review. Their wide indexing of peer-reviewed publications in consumer psychology, marketing, and behavioral sciences [21] led to the choice of these databases.

The search strategy guaranteed relevance and breadth by combining well-defined keywords with Boolean operators [22]. Key search keywords included: “impulse buying,” “online shopping,” “e-commerce,” “consumer psychology,” “behavioral intent,” “compulsive buying,” “digital consumer,” and “online purchase behavior.” Boolean connectors such “AND,” “OR,” and “NOT” were used to narrow down the search and combine several keyword phrases like “impulse buying AND online retail” or “consumer behavior AND digital platforms." Filters were used to guarantee the data reflected recent developments in digital commerce [23], thus limiting publications published between 2005 and 2022 in only English language.

A multi-stage screening procedure was put in place after the search. Titles and abstracts were first filtered to get rid of unneeded studies, duplicates, and non-empirical literature [24]. Phase two saw complete text assessment applying predetermined inclusion and exclusion criteria. Inclusion criteria required that the studies: (1) were published in peer-reviewed journals; (2) involved empirical research on impulse buying; (3) focused on online or e-commerce environments; and (4) used behavioral, psychological, or marketing-related frameworks. Exclusion criteria included: (1) conceptual or theoretical papers with no primary data; (2) literature reviews or meta-analyses; and (3) studies unrelated to consumer purchasing behavior. After rigorous screening, a total of 70 peer-reviewed studies were included in the final review [25]. These were drawn from diverse global contexts, reflecting a balanced mix of developed and developing economies. The selected studies offered comprehensive insights into impulse buying from cognitive, emotional, and behavioral perspectives, and spanned a range of methodological designs [26].

The included literature was categorized into three primary methodological types:

1. Behavioral experiments: These accounted for about 30% of the research examined. These studies, carried out mostly in virtual or controlled lab settings, mimicked online buying scenarios to catch real-time decision-making. Independent variables usually included website design components, product images, urgency indicators, and advertising stimuli; dependent variables followed emotional excitement, decision speed, and unexpected purchasing behavior. Many of these studies also used eye-tracking or clickstream data to examine patterns of attention and digital navigation behavior [27].
2. Survey-based quantitative research: Accounting for almost 55% of the examined papers, this was the most often used method. Often using accepted scales like the Impulse Buying Tendency Scale (IBTS), Consumer Decision-Making Styles Inventory (CDMSI), and Technology Acceptance Model (TAM) extensions [28], these studies used structured surveys. Variables assessed included impulsivity, hedonic drive, perceived pleasure, website happiness, and emotional triggers like anxiety, thrill, or social comparison. Usually gathered by convenience or snowball sampling on sites like Amazon, Alibaba, or general digital retail interfaces [29], sample sizes typically ranged from 200 to 700 participants.
3. Qualitative research: Understanding personal experiences and subjective meanings behind impulse buying [30], about 15% of the studies used qualitative methods including in-depth interviews, focus groups, and thematic content analysis. These investigations were especially helpful in revealing emotional narratives, identity-related purchasing drives, and how consumer spontaneity in online environments is shaped by cultural or financial elements [31]. Reflecting a population very engaged in e-commerce [32], most qualitative research concentrated on young adults and digital natives.Many studies employed hybrid or mixed-method techniques, fusing self-reports with observational or physiological information to expand on their results. Many recent studies, for instance, validated self-reported impulsivity with seen digital behavior [33] by combining survey data with purchase records, browser history, or real-time tracking plugins. The expanding application of technology-assisted data collection—including mobile app analytics, machine learning user behavior classification, and AI-generated recommendation response tracking—was a regular methodical motif. These technologies allowed researchers to move beyond static metrics and into dynamic modeling of impulse buying paths [34]. Although surveys continue to be most popular, the results indicate that experimental realism and context-sensitive approaches are becoming more important, particularly in e-commerce environments when user engagement is quick and frequently emotionally charged. Triangulating self-reported data with behavioral and physiological indicators, the review emphasizes, helps to build a more precise and predictive grasp of internet impulse buying psychology [36].

Stimulus-Organism-Response (S-O-R) Theory

The stimulus-organism-response (S-O-R) model serves as an important framework of reference for studying impulse buying in digital commerce [37]. Grounded in environmental psychology, the S-O-R model argues that external stimuli (S) like a website’s visuals and interactions, impact the consumer’s internal state (O) which consists of emotions and thoughts, which in turn leads to a behavioral response (R) to make an impulsive purchase [38]. In the case of e-commerce, the stimulus could be the website’s interface, arrangement of the products, navigation ease, and promotional cues like discounts or offers that are valid for a limited time only. All these emotions affect the organism component and elicit excitement, pleasure, and a sense of urgency that make consumers act impulsively. Based on the literature reviewed, this model is often used in online impulse buying research because it thoroughly describes the affect and cognition processes in response to stimuli and digital marketing techniques [39]. 

The document states that online environments increase the likelihood and strength of stimuli as compared to physical retail places, which in turn rate the organism’s internal states [40]. For example, tailored marketing messages, product suggestions, and the aesthetics and appeal of websites are said to impact.

Figure.1 Standardized Regression Weights (SEM – Hypothesis Testing Results) [43].

Figure.2 Reliability and Validity Scores of Constructs (CFA Outputs) [45].

Dual-Process Theory (System 1 vs. System 2 Thinking)

The Dual-Process Theory provides a compelling framework for understanding the psychological mechanisms underlying impulse buying, especially in e-commerce contexts [46]. This theory posits that human decision-making operates through two distinct systems: System 1, which is fast, automatic, intuitive, and emotionally driven, and System 2, which is slower, analytical, and deliberate [47]. Impulse buying is predominantly governed by System 1, which responds quickly to sensory stimuli such as visually appealing product displays, flash sales, and persuasive call-to-action buttons [48].

The source claims that digital shopping environment magnifies the affect of System 1 processing by incessant exposure to algorithmic recommendations, flash sales, and beautifying tricks, which are aimed at eliciting affective responses. [49]. Consumers typically are not engaging in deep processing (System 2) during online shopping episodes, especially when the interface is designed to reduce cognitive friction and increase emotional engagement. Besides that, emotional arousal, product novelty, and social comparison usually have a much stronger influence on consumers than rational evaluation, thus giving a lot of space for impulse purchases [50]. The document additionally indicates that cognitive load and decision fatigue, which are typical for digital browsing, negatively influence the functioning of System 2, thus making System 1 even more powerful [51]. In e-commerce, where it is most important to have a fast service and convenience, the consumer’s ability to evaluate necessity, utility, and cost is greatly reduced. Consequently, impulsive buying is the most natural behavioral result [52]. Hence, the Dual-Process Theory brings out clearly how cognitive shortcuts and emotional triggers forge consumer spontaneity in the online environment, thus it becomes a good lens for understanding unplanned digital purchase incidents [53].

Theoretical Background: Theory of Planned Behavior (TPB)

The Theory of Planned Behavior (TPB) is a notable psychological model for predicting and understanding consumer purchasing behavior, in particular, this model was mentioned in the research paper [54]. TPB has a basis in Ajzen's work that states that intention is the most important factor for the behavioral act and is influenced by three elements: attitude, subjective norms, and perceived behavioral control. TPB serves as a very good basis for the explanation of impulse buying in relation with the concepts of cognitive and social factors [55].

TPB has been extended to e-commerce by looking at the influence of positive attitudes towards online shopping, social pressure from peers and the consumer's perception of their own will in controlling purchasing behavior on the prediction of impulse purchases [56]. Positively emotional attitudes, for instance, the joy and the satisfaction derived from the act of shopping online will probably play a significant role in this matter. Besides, subjective norms, social approval from friends or online communities, were the factors that led to the increase of the impulsiveness of the virtual buyers during the virtual purchasing [57].

It is also given that perceived behavioral control has a role of a moderator according to the authors of the research work, claiming that if consumers think that their control over buying will be less, they will be more willing to follow the impulses encountered if these are emphasized by persuasive cues like discounts or limited time offers [58]. As a consequence, TPB provides a new way to understand how intention-driven mechanisms as well as social-cognitive factors play in the psychology of impulsive buying in the online shopping world [59].

Maslow’s Hierarchy of Needs and Emotional Spending

Maslow's Hierarchy of Needs can be referred to as a groundbreaking psychological theory that classifies human motivation into five stages ascending in a pyramid representing physiological needs, safety, love/belonging, esteem, and self-actualization. Maslow's framework offers a very useful perspective to understand impulse buying, especially in the case of emotional spending in online shopping [60].

The article that is being discussed in this review outlines that consumers often are not able to resist buying unplanned things for the purpose of satisfying their emotional or psychological needs that they have not been aware of, where Maslow's hierarchy of needs plays the role of a behavioral model [61].

Talking about the case of online shopping, the core of impulsive buying may lie in the psychological (belonging, esteem) and self-fulfillment spheres of Maslow’s model. E-commerce platforms are made in that way that they directly call these needs with social proof, personalized content, and targeted marketing. Thus, they send the consumers on a rabbit chase to make them make impulse purchases [62].

According to the article, individuals who are lonely, with low self-esteem or those who feel stressed are more inclined to chase after peace of mind through consumption, especially through platforms that give them instant access and have minimal barriers to purchase. Taking the situation of a few people getting together and talking about it, for example, access to the platform, that is after the consumer, it is a challenge. Setting it up, when appropriate, is an example of barrier inputs that then reduce the psychology of going all the way down the tunnel. It is like when people are shopping together; one will buy something because she or he also wants it, socially. That synchronous buying is probably more potent than that of solo shopping. Remember that purchase and sharing multiply the happiness, one of the reasons social shopping gets so much traction. Subsequently, purchasing a luxury item or following a fad may become the means through which self-esteem and the drive to belong may be temporarily satisfied and accordingly, impulsivity may occur and be regarded as a kind of emotional regulation [63].

Besides this paper highlights the fact that e-commerce settings seem to boost hedonic consumption, which is closely related to higher levels of Maslow’s hierarchy. It is a fact that products are presented in a way which aims to meet not the only needs of individuals but also the emotional ones— this aims to satisfy the need of identity, social connection, and self-image [64].

Internal Psychological Factors Influencing Impulse Buying

Personality Traits

Particularly among young consumers in digital marketplaces, personality traits are important internal psychological determinants that impact impulsive buying (IB) [65]. Using data from 578 Chinese college students, Xie et al. (2025) found that conscientiousness and agreeableness had significant negative correlations with IB, whereas neuroticism and extroversion had positive correlations [67]. In particular, neuroticism had a total indirect effect of 0.19 through mediators like self-control and family dynamics, and it directly predicted IB (β = 0.16, p < 0.01). Mostly through self-control (β = 0.51, p < 0.01; IEV = -0.32), conscientiousness showed the strongest overall indirect negative effect on IB (-0.39; 95% CI [-0.524, -0.292]) [68].According to the study, self-control was a major mediating factor that explained more than 40% of the relationship between neuroticism and IB and significantly predicted IB (β = -0.63, p < 0.01). Furthermore, self-control completely mediated the impact of extroversion on IB (IEV = 0.10; 95% CI [0.035, 0.172]), but extroversion had no discernible direct effect on IB (β = 0.01, p > 0.05)[69]. Despite having a negative correlation with IB, agreeableness had less of a mediating effect through family dynamics and self-control. These results highlight the significance of individual variations in psychological traits in the context of e-commerce and empirically support the role of regulatory control and personality-driven impulsivity in influencing online buying behaviors [70].

Cognitive and Emotional States

Consumers' inclination to engage in impulse buying (IB) is greatly influenced by their cognitive and emotional states, especially when they shop online and have easy access to instant gratification. IB was found to be significantly predicted by mood, boredom, stress, and emotional regulation, according to the meta-analytic review conducted by Amos et al. (2019) [71]. When shopping stimuli are congruent with positive mood states, mood-congruency effects can reinforce pleasurable emotions through impulsive purchases. In contrast, negative affective states, such as stress, anxiety, and depression, frequently serve as emotional coping mechanisms and also contribute to IB [72]. The review identifies emotional regulation as a significant factor and finds that impulsive behavior is more likely when self-regulatory capacity is lower. For instance, a significant positive correlation was found between boredom proneness and IB (r = 0.37), suggesting that people may make impulsive purchases to break up their routine [73]. The effect size of stress-related impulsivity was also quantifiable (r = 0.24), highlighting the part that emotional discomfort plays in impulsive buying. These results lend credence to the idea that IB is an emotional reaction to psychological discomfort that occurs within the person, rather than just a cognitive failure [74]. These effects are exacerbated by the digital retail environment, which provides instant relief through simple access and low purchase friction. Designing interventions and digital experiences that encourage responsible consumer behavior requires an understanding of these emotional triggers [75].

Interface and UX Design

In e-commerce, the design of the user interface and user experience (UI/UX) is crucial in promoting impulsive purchasing. Interfaces that are smooth, easy to use, and immersive can greatly lower cognitive effort and encourage impulsive, fast purchases. For instance, infinite scrolling increases exposure to more products and encourages impulsive decisions by removing the need to click through multiple pages, keeping users continuously engaged [76]. By reducing the length of the purchase process and reducing friction at the point of sale, one-click buying features enhance this effect even more by taking away the time that customers usually need for contemplation or rethinking. By using simple layouts and quick-loading pages, frictionless navigation guarantees that users can browse with ease, preserving their emotional momentum and reducing distractions that could prevent an impulsive buy [77].Kim and Dawson (2009) suggest that interface design is not only functional but strategically psychological, as consumers are more likely to make impulsive purchases when interface elements offer convenience and instant gratification. Furthermore, businesses that don't provide a responsive and efficient interface run the risk of losing clients to more adept rivals in the fiercely competitive world of e-commerce [78]. Consequently, online retailers who want to turn impulsive browsing into actual sales have made investing in UX design a top priority. Micro-interactions, visual hierarchy, and UX personalization will play an even more crucial role in influencing and directing user behavior toward impulsive purchases as competition rises [79].

Marketing and Advertising Cues

One of the strongest external stimuli for impulsive online purchases is marketing and advertising. Cognitive biases like scarcity, loss aversion, and FOMO are exploited by flash sales, personalized recommendation engines, and urgency-based messaging like "Only 2 left in stock!" or "Sale ends in 30 minutes"[80]. Due to the artificial sense of urgency these cues produce, customers are compelled to act without giving it any thought. By providing users with carefully curated product lists that reflect their preferences, recommendation engines—powered by artificial intelligence and browsing history—help users avoid decision fatigue and gently encourage them to make snap decisions [81]. Kim and Dawson's study demonstrated that when applied to aesthetically appealing digital interfaces, aggressive marketing strategies—like time-limited promotions and package discounts—significantly increase the propensity for impulsive purchases. Additionally, businesses like Amazon.com have successfully increased average order values through the use of cross-selling and up-selling strategies, frequently converting a single planned purchase into a string of impulsive purchases. In addition to being persuasive, these tactics are psychologically designed to get past logical filters by evoking emotional reactions in customers [82]. Marketers have to balance ethical persuasion with manipulation in a digital environment where transparency and trust are brittle. The success of e-commerce still depends on the strategic placement of advertising cues, and algorithms' ability to accurately predict and take advantage of unique shopping habits will improve as they develop [83].

Social and Peer Influence

Peer and social influences, which capitalize on perceived popularity and the strength of community, are important forces behind impulsive purchases in e-commerce. A trust-based feedback loop that reduces uncertainty and validates the purchase decision is created by user-generated content, such as reviews, ratings, and customer photos [84]. Particularly when customers are unsure, this social proof frequently has greater persuasive power than conventional advertising. In order to reinforce the notion of consensus and desirability, platforms use this effect by emphasizing positive reviews, displaying trending or "bestselling" tags, and even providing real-time purchase alerts such as "100 people bought this today." This is further enhanced by influencer marketing, which uses relatable personalities to appeal to aspiration [85]. When products are displayed in relatable, real-life settings, consumers are more likely to internalize the influencers' recommendations and turn them into impulsive purchases. Peer influence is a powerful external trigger that can override a consumer's rational filters, according to Kim and Dawson (2009). This influence can be direct (through recommendations on social media) or indirect (through aggregated user behavior). Additionally, incorporating community wishlists and social commerce tools like "Share to get a discount" fosters a collaborative consumption environment that promotes impulsive group behaviors [86]. Using peer dynamics is not only necessary but also effective in today's digital economy, where attention and engagement are valuable commodities. Long-term customer loyalty and impulsive purchases are more likely to be encouraged by e-commerce brands that effectively use social media to establish relatability and trust [87].

Future Perspective: Behavioral Trends and Social Media Integration in Impulse Buying

The psychological and behavioral aspects of impulse buying are about to be redefined as e-commerce develops further and social media analysis is incorporated into digital retail tactics. Businesses can gain real-time insights into consumer sentiment, preferences, and emotional reactions by examining customer interactions on social media sites like Facebook and Twitter, as demonstrated by the reviewed study [88]. This skill will be essential in the future for comprehending and forecasting impulsive purchasing patterns. From a behavioral psychology perspective, language cues in social media posts can be used to identify emotional states like excitement, anxiety, or FOMO (Fear of Missing Out) [89].

Companies will be able to divide up their customer base based on real-time emotional profiles as well as demographics thanks to developments in machine learning and natural language processing (NLP). This will allow them to send out precisely timed triggers that speak to a customer's current psychological state, such as personalized discounts, limited-time offers, or interesting content [90].  Furthermore, predictive modeling of impulsive behavior will be made possible by AI-driven sentiment analysis, giving retailers the ability to act before a customer even considers making a purchase. An important development in behavioral marketing, this future direction highlights the move from static targeting (based on past behavior) to dynamic, emotion-based engagement [91].

 Furthermore, social media's feedback loop between customers and brands will strengthen user-generated trust by bolstering peer pressure and social proof, two important outside psychological triggers for impulsive purchases. Impulse buying will change from isolated acts to socially constructed behaviors that are co-constructed through digital interactions and emotional cues as social media becomes more integrated into e-commerce [92]. To sum up, emotion-aware, socially intelligent systems will influence e-commerce's future of impulse buying by allowing marketers to access subconscious triggers and provide more individualized, immersive, and responsive experiences [93].

All in all, this review gives a thorough grasp of the technological, behavioral, and psychological elements affecting impulsive buying in e-commerce settings. Impulse buying has evolved from a spontaneous in-store occurrence to a purposefully designed result of algorithm-driven, emotionally charged virtual experiences as digital platforms more and more define consumer interactions. Several theoretical models—including the Stimulus-Organism-Response (S-O-R) framework, Dual-Process Theory, and the Theory of Planned Behavior—underpin this change, which together shed light on the complicated interaction between environmental stimuli and internal psychological processes. While interface design, marketing cues, and social validation mechanisms serve as strong outside stimuli, empirical results often stress that mood states, personality characteristics, emotional regulation, and cognitive biases are crucial internal influences. Often avoiding consumers' sensible filters and promoting habitual consumption patterns, the convergence of customized UX design, AI-powered recommendation systems, and social media integration has increased the speed and frequency of impulse purchases. Notably, the evaluation also notes the ethical conflict between commercial innovation and consumer vulnerability, especially as predictive models grow more competent at spotting psychological sensitivities. Going ahead, interdisciplinary research is desperately needed that not only improves the accuracy of behavioral prediction but also gives consumer autonomy and well-being first consideration. Striking a balance between customization and moral participation may be achieved via interventions like friction-adding systems, digital nudges for self-control, and openness in data consumption. Moreover, dynamic real-time data gathering techniques—including biometric and sentiment analysis—should be included in next research to more accurately reflect the visceral and situational character of impulse buying. Understanding the psychological anatomy of impulse behavior is vital as the digital economy keeps changing not only for marketers looking to increase sales but also for designers and legislators trying to encourage responsible digital consumption. In the digital economy, encouraging educated, aware, and morally aligned consumer behavior should be a common aim.

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