We’ve all been asked at the shopping counter: “Would you like to donate $2 to charity today?” New research from Adelaide University suggests this common practice, known as checkout charity, can have unintended negative consequences for retailers.
The study, published in Journal of Retailing and Consumer Services, found that asking customers to donate money while they are paying for their own purchases can trigger negative consumer reactions. The research analysed the experiences of United States consumers and explored how these requests influence both donation behaviour and perceptions of retailers.
“Many participants reported feelings of anxiety and perceived the requests as intrusive, largely due to time pressure and social pressure at the checkout. Consumers frequently felt rushed and worried about being judged by others,” said Ying Zou from the School of Marketing at Adelaide University.
“As we expected, these negative reactions may backfire on retailers. While checkout charity is intended to enhance brand image, uncomfortable experiences can lead consumers to be less willing to donate and to form more critical evaluations of the retailer.”
Zou said checkout charity has become a routine part of everyday shopping, making the research particularly significant.
“These campaigns have become increasingly common as retailers use them to demonstrate social responsibility, in part because they are easy to implement and do not require retailers to make direct financial contributions themselves.”
“If donation requests unintentionally trigger discomfort or negative reactions, they may not only undermine the effectiveness of charitable giving but also harm customer relationships, an outcome retailers want the least. Moreover, such backfire effects highlight an overlooked reality: many retailers have failed to recognise the potential unintended consequences of these requests.”
The study also highlights the prominent role of consumer scepticism towards retailers’ motives.
“It is a common belief that retailers are driven more by self-interest benefit - such as reputation or tax benefits - rather than by genuine concern for social causes,” Zou said.
“However, the belief that retailers gain tax benefits is generally a misunderstanding, as retailers cannot write off customer-contributed donations. This widespread misconception can unfairly disadvantage retailers and highlights the importance of clear communication and consumer education about how checkout charity actually works.”
While previous studies have noted negative consumer reactions and their effects on donation behaviour, the new research extends this work by identifying key drivers behind these responses, including time pressure and social pressure at the checkout. The study also shows new insights on how these factors influence consumers’ evaluations of retailers by increasing scepticism.
The findings highlight several practical implications for retailers, suggesting greater transparency could help reduce scepticism and rebuild trust.
Zou said providing information about donation requests earlier in the shopping journey, such as through posters or in-store messaging, may reduce surprise and time pressure at checkout. Payment interfaces can also be designed to allow customers to make donation decisions privately, which may reduce feelings of being watched or judged.
“Most importantly, retailers should communicate clearly and transparently about how donations are collected, where the money goes, and the impact those donations make,” Zou said.
The research team’s next step is to develop specific guidance to help retailers design more effective checkout charity campaigns. They seek and welcome further insights from both researchers and industry practitioners.
Media contacts:
Ying Zou, School of Marketing, College of Business and Law, Adelaide University, Email: ying.zou@adelaide.edu.au
Lara Pacillo, Media Officer, Adelaide University. Phone: +61 403 659 154, Email: lara.pacillo@adelaide.edu.au