Research by Dootsa Admin
Purpose: This survey confronts the cognitive dissonance South Africans experience when choosing between cheap international platforms (Shein, Temu) and more expensive local retailers. It quantifies the guilt, rationalisation, and psychological trade-offs that define modern shopping behaviour. Research shows that while 56% of South Africans have never shopped on Shein or Temu, the platforms have captured significant market share—collectively accounting for 13.1% of clothing spend and nearly 40% of online apparel sales at their peak. The psychological tension between the "dopamine hit" of a bargain and the "guilt" of abandoning local retailers is a classic case of cognitive dissonance, a phenomenon well-documented in fast fashion research. Target Audience: South African adults (18+) who have shopped online.
No account to start 18+ · POPIA-aligned · rewards, not cash