This study examines consumer awareness, attitudes, and behaviors related to dark patterns—deceptive design tactics used in digital environments. Findings reveal significant erosion of consumer trust due to exposure to dark patterns, with notable variations in awareness influenced by demographic factors such as age, education, and digital literacy. Younger and more digitally literate consumers are better equipped to identify these manipulative practices. Behavioral responses to dark patterns often include abandoned purchases, switching to competitors, and negative word-of-mouth, indicating serious business impacts. Despite widespread exposure, regulatory awareness remains low, underscoring the need for enhanced consumer education and clearer legal protections. The study highlights the importance of promoting digital literacy, ethical design practices, and targeted policy interventions to safeguard consumers and foster trustworthy online experiences.
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