Caught in the Click: Micro-Moments, Dark Patterns, and Consumer Decision-Making in India’s Mobile-First Economy with special focus on Quick Commerce Industry in India

Abstract

The rapid growth of India’s mobile-first economy has significantly transformed consumer purchasing behaviour, particularly with the emergence of quick commerce platforms that emphasize speed, convenience, and instant delivery. This study examines how micro-moments and dark-pattern interface elements influence consumer decision-making within India’s quick commerce ecosystem. The research focuses on identifying behavioural triggers that shape impulse purchases and user engagement on mobile applications such as Blinkit, Zepto, Instamart, and BigBasket Now. A quantitative research design was adopted, and primary data were collected through a structured questionnaire administered via Google Forms from 115 urban quick-commerce users across major metropolitan cities including Bengaluru, Mumbai, Kolkata, Delhi, and Ahmedabad. Statistical analysis was conducted using descriptive statistics, reliability testing, Chi-square analysis, correlation, and regression techniques. The findings indicate that most consumers complete purchase decisions within 1–5 minutes, highlighting the role of micro-moments in quick commerce environments. The results also reveal that certain interface nudges particularly free-delivery thresholds and fast payment convenience have a statistically significant influence on impulse purchasing behaviour. The study concludes that persuasive interface design strategies combined with moment-driven consumer behaviour can subtly shape purchasing decisions in mobile commerce environments, raising important implications for ethical digital design, consumer awareness, and regulatory oversight in India’s rapidly expanding quick commerce sector.