17
Making Informed Decisions as a Consumer
Back in Business · Strand 4: Being Informed and Making Informed Decisions
5 Learning
Outcomes
Outcomes
Click any learning outcome to expand it, then tap a card to reveal its content
17.1
Investigate the rights and responsibilities of consumers using current relevant consumer legislation
Investigate
▼
INVESTIGATEThe specification defines this as: observe, study, or make a detailed and systematic examination. A good answer names the body or law, explains what it does, and uses an Irish example to illustrate it clearly.
The CCPC — Competition and Consumer Protection Commission
What is the CCPC?
The CCPC is an independent statutory body that promotes consumer rights and ensures fair competition in Ireland. It enforces relevant laws and helps people make informed decisions in the marketplace.
+Inform and Educate Consumers
The CCPC provides clear, accessible information on consumer rights through ccpc.ie, social media, publications, and a helpline. It also offers free tools like budget planners, cost comparison calculators, and interactive quizzes to support smarter decision-making.
E.g. A consumer can use the CCPC's mortgage comparison tool to find the best rate before switching lenders.
+E.g. A consumer can use the CCPC's mortgage comparison tool to find the best rate before switching lenders.
Enforce Consumer Legislation
The CCPC investigates suspected breaches of consumer law. It can enter business premises (accompanied by Gardai), issue on-the-spot fines, and refer serious cases to the Director of Public Prosecutions. It also publishes a Consumer Protection List naming businesses that have broken the law.
+Investigate Mergers and Takeovers
The CCPC reviews proposed mergers to ensure they do not substantially reduce competition in Irish markets. Reduced competition can lead to higher prices, fewer choices, or lower quality for consumers. The CCPC can block or approve deals, with or without conditions.
+Advise Government + Product Safety
The CCPC gives expert advice to government on improving competition and consumer welfare. It is also responsible for market surveillance of product safety in Ireland under EU Directives, publishing alerts and recall notices for unsafe or faulty goods.
+Consumer Rights Act 2022
Rights When Buying Products
A product must:
+- Be fit for purpose — perform its normal use, or what the seller knows you bought it for.
- Work for a reasonable time — relative to the price paid or similar alternatives.
- Match description — match the quality, colour, or features shown in any sample or advertisement.
- Have spare parts/instructions — e.g. chargers and manuals should be included.
Rights When Buying Services
A service must:
+- Work as described — match what was advertised or what you were told.
- Be provided with skill — the provider must be competent, experienced, or qualified.
- Be done with due care and diligence — not rushed; done to a reasonable standard.
- Use fit-for-purpose materials — tools or goods provided should be of expected quality.
- Be at a reasonable price — if no price was agreed, it should be in line with regular market cost.
Rights When Buying Digital Content
Digital content or services must:
+- Work as described — match what was advertised or shown in a trial version.
- Be up to date — unless agreed otherwise, the latest version must be provided.
- Include accessories needed — any essential items must be provided.
Redress, Right to Cancel, Guarantees
Redress: Full refund within 30 days if a product is faulty. After that, you may seek a repair or replacement. If that fails, you can request a refund or price reduction. Consumers can also claim compensation if a faulty service causes financial loss.
Right to cancel: If the order was made online, by phone, or on the doorstep (a distance contract), a 14-day cooling-off period applies for a full refund.
Guarantees vs Warranties: A guarantee is free from the manufacturer. A warranty is usually purchased for extra cover. Neither can limit your statutory legal rights.
+Right to cancel: If the order was made online, by phone, or on the doorstep (a distance contract), a 14-day cooling-off period applies for a full refund.
Guarantees vs Warranties: A guarantee is free from the manufacturer. A warranty is usually purchased for extra cover. Neither can limit your statutory legal rights.
Consumer Protection Act 2007
Misleading and False Information
It is a criminal offence to make a false or misleading claim about goods, services, or prices. The Act protects consumers from:
+- False or deceptive information that distorts a buying decision.
- Fake prior prices in sales (the prior price shown must be the lowest price in the 30 days before the sale).
- Aggressive selling such as harassment, coercion, or taking advantage of vulnerable consumers.
- Influencers must clearly label paid promotions; failure to do so is misleading by omission.
Price Display Regulations
Prices of certain products must be displayed inclusive of all charges, fees, and taxes. The Minister for Enterprise can require certain products to show price per unit for easy comparison (e.g. food showing price per kg). The government also has the power to control prices in an emergency situation.
+Resolving Consumer Disputes
Direct Resolution: Most disputes are solved by dealing directly with the retailer or service provider. No cost to the consumer and can be resolved quickly.
Small Claims Procedure: A low-cost court process where consumers can seek up to €2,000 for claims related to faulty goods or services without needing a solicitor.
Ombudsman: The Ombudsman investigates complaints about public services. Free, independent, and impartial.
+Small Claims Procedure: A low-cost court process where consumers can seek up to €2,000 for claims related to faulty goods or services without needing a solicitor.
Ombudsman: The Ombudsman investigates complaints about public services. Free, independent, and impartial.
Consumer Rights Outside the EU
When buying from a seller outside the EU, Irish consumer protection laws do not apply. This means:
+- No guaranteed right to a refund or repair under the Consumer Rights Act 2022.
- Harder to pursue the seller if goods are faulty or never arrive.
- Dispute resolution is more difficult, costly, and time-consuming.
17.2
Demonstrate how consumer behaviour might be informed by ethical and sustainability concerns
Demonstrate
▼
DEMONSTRATEThe specification defines this as: prove or make clear by reasoning or evidence, illustrating with examples. A good answer names the concern, explains how it influences consumer behaviour, and gives a relevant Irish or global example.
Ethical concerns that inform consumer behaviour
Fair Treatment of Workers
Consumers may worry that goods are produced in factories where workers are not paid fairly or work in unsafe conditions. This can lead them to seek out ethically sourced alternatives or look for Fairtrade certification.
E.g. When buying fast-fashion clothing online, a shopper might look for a Fairtrade or ethically sourced label to ensure workers received a fair wage.
+E.g. When buying fast-fashion clothing online, a shopper might look for a Fairtrade or ethically sourced label to ensure workers received a fair wage.
Animal Welfare
Some consumers are concerned that products like cosmetics, clothing, or food may have been tested on animals or produced using harmful animal practices. This can influence them to choose certified cruelty-free alternatives.
E.g. When buying skincare online, a consumer might choose a brand carrying the Leaping Bunny cruelty-free certification.
+E.g. When buying skincare online, a consumer might choose a brand carrying the Leaping Bunny cruelty-free certification.
Data Privacy
Consumers are increasingly aware of how websites and online retailers collect and use their personal data. They may choose platforms with clear privacy policies and minimal data tracking rather than services that share or sell their information.
E.g. A consumer may prefer using a privacy-focused browser when shopping online to limit how their data is gathered and used.
+E.g. A consumer may prefer using a privacy-focused browser when shopping online to limit how their data is gathered and used.
Support Local / Irish Businesses
Ethical consumers may choose to buy Irish products to support local jobs and reduce the environmental impact of importing goods from distant markets. This reflects a broader concern for community and economic wellbeing.
E.g. Choosing to buy vegetables from a local farmers' market rather than a supermarket chain importing from abroad.
+E.g. Choosing to buy vegetables from a local farmers' market rather than a supermarket chain importing from abroad.
Sustainability concerns that inform consumer behaviour
Packaging Waste
Consumers who are conscious of sustainability may avoid products with excessive or non-recyclable packaging. They choose loose produce, recyclable packaging, or brands that use minimal materials.
E.g. Bringing a reusable bag to the supermarket and choosing food sold without plastic wrapping.
+E.g. Bringing a reusable bag to the supermarket and choosing food sold without plastic wrapping.
Transport Emissions
Buying products that have travelled long distances contributes to carbon emissions. Sustainability-conscious consumers prefer to buy local or in-season products to reduce the carbon footprint associated with long-distance shipping.
E.g. Choosing Irish strawberries in June rather than importing them from Spain or Morocco out of season.
+E.g. Choosing Irish strawberries in June rather than importing them from Spain or Morocco out of season.
Avoiding Fast Fashion
The fast-fashion industry produces clothing at high speed and low cost, often at the expense of the environment and workers. Sustainability-conscious consumers choose durable, good-quality items, second-hand clothing, or brands with eco-labels to reduce textile waste.
E.g. Buying a well-made winter coat rather than several cheap ones that wear out quickly.
+E.g. Buying a well-made winter coat rather than several cheap ones that wear out quickly.
Shadow economy and circular economy
Shadow Economy (definition)
The shadow economy includes all transactions that take place outside the formal economy and go unrecorded by Revenue. These activities are not declared for tax or regulatory purposes, and may involve illegal or semi-legal behaviour — such as tax evasion, undeclared wages, or the sale of counterfeit or illegal goods (e.g. illegal streaming devices called dodgy boxes).
+Consequences of the Shadow Economy
Consumer: Higher risks — goods may be unsafe, faulty, or of low quality. No legal rights for a refund if the good is faulty.
Business: Damage to legitimate businesses — ethical businesses cannot fairly compete with cheaper shadow economy goods.
Economy: Loss of government revenue from lower VAT, profit tax, and income tax. The government must spend more on inspection and enforcement.
+Business: Damage to legitimate businesses — ethical businesses cannot fairly compete with cheaper shadow economy goods.
Economy: Loss of government revenue from lower VAT, profit tax, and income tax. The government must spend more on inspection and enforcement.
Circular Economy (definition)
A model of production and consumption which extends the life cycle of products, reduces waste, and creates further value. It aims to move away from single-use items and the idea of buying, using once, and throwing away.
+How Consumers Contribute to the Circular Economy
- Buy second hand — platforms like Depop and Thriftify allow items to be passed on rather than discarded.
- Recycle products — properly returning electronics, batteries, clothing, and packaging.
- Improve habits — bring reusable bags, buy loose food, choose a keep cup over single-use cups.
- Choose sustainable brands — look for biodegradable packaging or Fairtrade logos when shopping.
17.3
Investigate how digital technology impacts on consumer behaviour
Investigate
▼
INVESTIGATEThe specification defines this as: observe, study, or make a detailed and systematic examination. For HL the verb used in the paper was "analyse" and even "evaluate" — both are within the ceiling set by Investigate. A good answer names the impact, explains why it occurs, and gives an Irish example.
Positive impacts of digital technology on consumers
More Convenient
Digital technology allows consumers to shop at any time, from anywhere, and have items delivered quickly. This removes many of the limitations of traditional brick-and-mortar shopping and saves time.
E.g. Irish consumers can order groceries via a supermarket app on a Sunday evening and have them delivered Monday morning without visiting a store.
+E.g. Irish consumers can order groceries via a supermarket app on a Sunday evening and have them delivered Monday morning without visiting a store.
More Information and Better Decisions
Consumers can compare prices, read independent reviews, and access detailed product information before buying. This makes them more informed and confident in their choices.
E.g. A consumer can use the CCPC's broadband comparison tool to check which provider offers the best value before switching.
+E.g. A consumer can use the CCPC's broadband comparison tool to check which provider offers the best value before switching.
Increased Choice
Online platforms give consumers access to a much wider range of products and sellers than any physical store can offer. Consumers are not limited by geography and can buy from sellers across Ireland and the world.
E.g. An Irish consumer can buy niche sportswear from a specialist European retailer that has no presence in Ireland.
+E.g. An Irish consumer can buy niche sportswear from a specialist European retailer that has no presence in Ireland.
Negative impacts of digital technology on consumers
Impulse Buying
Targeted advertising on social media and shopping apps is designed to prompt unplanned purchases. Algorithms track browsing behaviour and show consumers ads for products they have been looking at, making it harder to resist spending.
E.g. Many Irish consumers click "buy now" after seeing a product in a short TikTok video, even if they did not plan to make a purchase.
+E.g. Many Irish consumers click "buy now" after seeing a product in a short TikTok video, even if they did not plan to make a purchase.
Reduced Social Interaction
As more shopping moves online, consumers visit fewer physical shops, reducing face-to-face interaction with staff and other shoppers. This reduces footfall in town centres and can affect the social experience of shopping.
E.g. Shopping centres in Dundrum or Wilton face challenges as more Irish consumers choose to buy clothes and electronics online instead of in-store.
+E.g. Shopping centres in Dundrum or Wilton face challenges as more Irish consumers choose to buy clothes and electronics online instead of in-store.
Increased Screen Time and Digital Addiction
The 24/7 availability of shopping channels and social media platforms contributes to an over-reliance on digital platforms. Consumers can spend hours scrolling, influenced by influencers and trends, leading to unnecessary purchases and unhealthy habits.
E.g. Consumers scrolling Instagram or TikTok may make impulse purchases after seeing influencer posts, even when they had no intention of spending.
+E.g. Consumers scrolling Instagram or TikTok may make impulse purchases after seeing influencer posts, even when they had no intention of spending.
17.4
Investigate how personal data is protected by European regulation
Investigate
▼
INVESTIGATEThe specification defines this as: observe, study, or make a detailed and systematic examination. A good answer explains who holds what rights or responsibilities, names the relevant body, and uses a clear Irish example.
GDPR — General Data Protection Regulation
What is GDPR?
The General Data Protection Regulation (GDPR) applies across all EU member states, including Ireland. It sets out:
+- The rights of data subjects (individuals whose data is collected).
- The responsibilities of data controllers (those who collect and use the data).
- The role of the Data Protection Commissioner (DPC), who enforces the regulation.
Rights of Data Subjects
- Right not to be subjected to automated decision-making — important decisions (e.g. credit rating) may not be made by computer alone without your consent. You have the right to human input.
- Right to complain — you can complain to the Data Protection Commissioner if a business is not complying with data protection law.
- Right to access, correction, and erasure (right to be forgotten) — you can request a copy of your data, have incorrect information fixed, or request deletion.
E.g. If an Irish social media user deletes their account, the platform must remove all personal data unless required by law to keep it.
Responsibilities of Data Controllers
- Report data breaches — if a company suffers a breach, it must inform the DPC within 72 hours.
E.g. If an Irish bank is hacked and customer data is exposed, it must notify both the DPC and affected customers. - Keep data safe and secure — businesses must use data protection measures to keep personal data secure from hackers and unauthorised access.
Role of the Data Protection Commissioner (DPC)
- Investigate complaints — the DPC investigates complaints from consumers and checks whether businesses are following data protection rules. It can take action if they are not.
E.g. If a company misuses personal data, the DPC can carry out an investigation. - Promote awareness — the DPC raises public awareness about data rights and helps consumers understand how to protect their personal information.
E.g. The DPC publishes guidance on safe online behaviour and how to manage privacy settings. - Impose penalties — fines of up to €20 million or 4% of global annual turnover for serious breaches.
17.5
Appreciate the importance of making informed consumer decisions and use this understanding to discuss consumer-related stories in the news and media
Appreciate
▼
APPRECIATEThe specification defines this as: recognise the meaning, value, or importance of something. This LO asks students to apply their learning to real-world media stories. The LO Breakdown shows no dedicated sample paper question for 17.5 — its content underpins all other LOs in this chapter.
Why Informed Consumers Matter
Consumers who understand their rights are better equipped to:
+- Get what they are legally entitled to when things go wrong.
- Avoid being misled by false advertising or unfair practices.
- Make choices that align with their ethical and sustainability values.
- Protect their personal data when engaging with digital services.
Applying Learning to News Stories
Consumer-related stories in the news can be examined using knowledge from this chapter:
+- A story about fake sales prices — links to the Consumer Protection Act 2007 (prior pricing rules).
- A story about influencers not labelling ads — links to misleading practices under the Consumer Protection Act.
- A story about data breaches — links to GDPR and the role of the DPC.
- A story about fast fashion and waste — links to the circular economy and ethical consumerism.
- A story about illegal streaming devices — links to the shadow economy and its consequences.
Consumer Responsibilities
Being an informed consumer also means accepting responsibilities:
+- Provide accurate information — do not make false claims when seeking a refund or returning goods.
- Honour agreements — pay for goods and services as agreed.
- Act within the law — do not participate in the shadow economy, e.g. by using illegal streaming devices.
- Make sustainable choices — consider the environmental and ethical impact of purchasing decisions.
Click an LO to see its mind map. One at a time.
📌 17.1 Consumer Rights and Legislation — Investigate
Consumer
Rights
Rights
CCPC
Inform and educate consumers — ccpc.ie, helpline, comparison tools
Enforce consumer law — fines, premises entry, prosecution, Consumer Protection List
Investigate mergers — prevent reduction in competition
Advise government + monitor product safety
Consumer Rights Act 2022
Products: fit for purpose, work for reasonable time, match description
Services: work as described, skilled, due care, reasonable price
Digital: work as described, up to date, include accessories
Redress: refund within 30 days → repair/replacement → price reduction
14-day cooling-off period for distance contracts (online/phone/doorstep)
Consumer Protection Act 2007
No false/misleading claims — prior pricing rules (lowest price in 30 days)
Price display regulations — inc. all taxes/fees; per-unit pricing
Influencers must label paid promotions clearly
Outside the EU
Irish/EU consumer laws do not apply to non-EU sellers
No guaranteed refund/repair rights; disputes harder to resolve
E.g. buying from a US website means fewer protections than buying from an Irish seller
📌 17.2 Ethical and Sustainability Concerns — Demonstrate
Ethical &
Sustainability
Sustainability
Ethical Concerns
Fair treatment of workers — Fairtrade logos, ethical sourcing
Animal welfare — cruelty-free logos like Leaping Bunny
Data privacy — choose platforms with clear privacy policies
Support local / buy Irish — reduce import impact, support jobs
Sustainability Concerns
Packaging waste — reusable bags, loose produce, recyclable packaging
Transport emissions — buy local/in-season to cut carbon from shipping
Fast fashion — choose durable goods, second-hand, eco-labels
Shadow Economy
Unrecorded transactions outside the formal economy (e.g. dodgy boxes)
Consumer: no rights, unsafe goods
Business: damaged by unfair competition
Economy: less tax revenue; more enforcement spending
Circular Economy
Extends product life cycle, reduces waste, creates further value
Buy second hand (Depop, Thriftify) | Recycle electronics/packaging
Improve habits — reusable bags, keep cups, loose food
Choose sustainable brands — Fairtrade, biodegradable packaging
E.g. IKEA buy-back scheme — return used furniture for resale
📌 17.3 Digital Technology and Consumer Behaviour — Investigate
Digital
Technology
Technology
Positive Impacts
More convenient — shop anytime, anywhere; fast delivery
More information — compare prices, read reviews, make better decisions
Increased choice — access to sellers worldwide; not limited by geography
E.g. CCPC comparison tools for broadband and mortgages
Negative Impacts
Impulse buying — targeted ads push unplanned purchases (TikTok, Instagram)
Reduced social interaction — less footfall in town centres; fewer face-to-face experiences
Increased screen time — 24/7 access leads to over-reliance on digital platforms
E.g. shopping centres face challenges as online retail grows in Ireland
Overall Evaluation
Net positive when consumers use technology carefully and critically
Key risk: targeted advertising and always-on access can harm financial wellbeing
📌 17.4 GDPR and Personal Data Protection — Investigate
GDPR
Rights of Data Subjects
Not subject to automated decision-making — right to human input on key decisions
Right to complain to the Data Protection Commissioner
Right to access, correction, and erasure (right to be forgotten)
E.g. deleting a social media account → platform must remove all personal data
Responsibilities of Data Controllers
Report data breaches to DPC within 72 hours
Keep data safe and secure from hackers and unauthorised access
E.g. Irish bank hacked → must notify DPC and customers
Data Protection Commissioner (DPC)
Investigates complaints and checks businesses are following GDPR
Promotes public awareness of data rights
Imposes penalties — up to €20m or 4% of global annual turnover
📌 17.5 Informed Consumer Decisions — Appreciate
Informed
Consumer
Consumer
Why It Matters
Know your rights → get what you are legally entitled to when things go wrong
Avoid misleading ads and unfair practices
Make ethical and sustainable choices that reflect your values
Protect your personal data when using digital services
CCPC 2024: 1 in 4 consumers don't know the retailer is responsible for faulty goods
Applying to News Stories
Fake sale prices → Consumer Protection Act 2007 (prior pricing rules)
Influencer not labelling ads → misleading by omission
Data breach story → GDPR and role of the DPC
Fast fashion → circular economy, ethical consumerism
Illegal streaming devices → shadow economy consequences
Consumer Responsibilities
Provide accurate information — do not make false claims for refunds
Honour agreements — pay for goods and services as agreed
Act within the law — do not participate in the shadow economy
Make sustainable choices — consider environmental and ethical impact
Tap the card to flip it. ✓ if you know it, ✗ to see it again.
Choose an LO or quiz all five at once.
Chapter 17 appeared across all four sample papers. 17.1 (consumer rights for digital services — OL Paper 1; redress and rights outside EU — OL Paper 2). 17.2 (circular economy — HL Paper 2 and OL Papers 1 and 2; shadow economy definition — OL Paper 2). 17.3 (analyse digital technology impact — HL Paper 1; evaluate digital technology impact — HL Paper 2). 17.4 (GDPR rights — OL Paper 1). 17.5 had no dedicated question but underpins all other LOs.
17.1True or false: rights when accessing digital servicesOL Paper 1 · Q2(e)(ii)▼
Question
Indicate whether each of the following statements is true or false:
EU digital service providers must notify consumers before changing their terms of service.
EU consumers have a 14-day cooling-off period to cancel a service without reason.
Consumers have more legal protections when purchasing from a non-EU retailer compared to buying from within the EU.
EU digital service providers must notify consumers before changing their terms of service.
EU consumers have a 14-day cooling-off period to cancel a service without reason.
Consumers have more legal protections when purchasing from a non-EU retailer compared to buying from within the EU.
Suggested solution
EU digital service providers must notify consumers before changing their terms of service — TRUE. Under the Consumer Rights Act 2022, EU digital service providers must inform consumers before making significant changes to their terms.
EU consumers have a 14-day cooling-off period to cancel a service without reason — TRUE. The Consumer Rights Act 2022 provides a 14-day cooling-off period for distance contracts, including digital services ordered online or by phone.
Consumers have more legal protections when purchasing from a non-EU retailer — FALSE. Irish and EU consumer protection laws only apply to sellers based in the EU. Buying from outside the EU gives the consumer fewer rights, not more.
17.1Explain two forms of redress for a faulty games console; same rights outside the EU?OL Paper 2 · Q5(b)▼
Question
You purchased a games console from a local retailer. However, when you tried to play a game, some of the controller functions were not working.
(i) Based on current consumer legislation, explain two forms of redress to remedy this situation.
(ii) Do you have the same consumer rights when you purchase items from outside the EU?
(i) Based on current consumer legislation, explain two forms of redress to remedy this situation.
(ii) Do you have the same consumer rights when you purchase items from outside the EU?
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer.
(i) Redress 1 — Full refund: Under the Consumer Rights Act 2022, if the faulty console was purchased within the last 30 days, the consumer is entitled to a full refund. The controller functions not working means the product is not fit for purpose and does not match its description, giving a clear entitlement to redress.
(i) Redress 2 — Repair or replacement: If the product was purchased more than 30 days ago, the consumer may seek a repair or replacement first. If neither resolves the fault, they can then request a refund or a price reduction. They may also claim compensation if the faulty product caused financial loss.
(ii) No — consumers do not have the same rights when purchasing from outside the EU. Irish and EU consumer protection laws only apply to sellers based within the EU. When buying from a non-EU seller, there is no guaranteed right to a refund, repair, or replacement, and it is significantly harder and more costly to pursue a dispute.
17.2Describe four ways a consumer purchasing food products can contribute to the circular economyHL Paper 2 · Q5(c)(ii)▼
Question
Describe four ways a consumer purchasing food products can actively contribute to the circular economy.
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer.
Plan meals and reduce food waste: Consumers who plan their weekly meals and shop only for what they need reduce the amount of food that ends up in landfill. Wasted food is one of the largest contributors to household waste in Ireland. For example, planning meals in advance and using leftovers for the next day reduces unnecessary purchases and food spoilage.
Buy local and in-season produce: Choosing food that is produced locally and is in season reduces the carbon footprint associated with long-distance transport and refrigerated storage. For example, buying Irish strawberries in June rather than imported ones in January keeps food miles low and supports local farmers.
Choose products with minimal or recyclable packaging: Selecting loose vegetables, products in cardboard boxes, or items with recyclable packaging reduces the volume of plastic waste going to landfill. For example, buying loose fruit rather than pre-packed fruit in plastic trays helps reduce packaging waste significantly.
Choose sustainable and Fairtrade brands: Selecting brands that are Fairtrade certified or use eco-friendly production methods supports businesses that are already contributing to a more circular and ethical food system. For example, choosing Fairtrade-certified coffee or chocolate ensures farmers received fair pay and worked in reasonable conditions.
17.2Explain the circular economy; describe two ethical concerns when buying clothes onlineOL Paper 1 · Q4(d)▼
Question
(i) Explain the term circular economy.
(ii) Describe two ethical concerns of Irish consumers when purchasing from online retailers.
(ii) Describe two ethical concerns of Irish consumers when purchasing from online retailers.
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer.
(i) Circular economy: A circular economy is a model of production and consumption which extends the life cycle of products, reduces waste, and creates further value. Instead of throwing products away after use, the circular economy encourages reusing, repairing, recycling, and repurposing goods. For example, instead of throwing out clothes that are still wearable, consumers can donate them to charity shops or sell them through second-hand platforms like Depop or Thriftify.
(ii) Ethical concern 1 — Fair treatment of workers: Consumers may worry that clothes bought cheaply online are manufactured in factories where workers are not paid fairly or are working in unsafe conditions. When buying fast-fashion items from non-EU sites, there is often little transparency about working conditions. For example, a shopper might look for a Fairtrade or ethically sourced label to make sure workers received fair pay.
(ii) Ethical concern 2 — Animal welfare: Some consumers are concerned that clothing, accessories, or cosmetics sold online may have been tested on animals or made using animal-derived materials from harmful practices. For example, when purchasing skincare or cosmetics online, a consumer might look for a Leaping Bunny or cruelty-free certification before completing the purchase.
17.3Analyse three ways digital technology can influence consumer behaviourHL Paper 1 · Q3(d)▼
Question
Digital Business Ireland (DBI) is the voice of the Irish digital commerce sector and the leading representative body for online businesses. DBI concludes online sales are forecast to reach almost €16 billion this year.
Analyse three ways digital technology can influence consumer behaviour.
Analyse three ways digital technology can influence consumer behaviour.
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer.
More informed decision-making: Digital technology gives consumers access to price comparison tools, customer reviews, and detailed product specifications before they buy. This reduces the information gap between sellers and buyers, allowing consumers to make smarter, more confident choices. For example, Irish consumers can use the CCPC's broadband comparison tool to identify the best deal before switching providers, rather than relying on a salesperson's advice.
Increased convenience: Online shopping platforms allow consumers to browse, compare, and purchase goods at any time of day, from anywhere, and have them delivered directly to their door. This removes the time and travel costs associated with traditional shopping. For example, Irish consumers can order groceries online on a Sunday evening and receive them the following morning without leaving their home.
Impulse buying driven by targeted advertising: Algorithms track browsing behaviour and use it to serve highly targeted ads on social media platforms, pushing consumers toward unplanned purchases. This can lead to overspending and financial strain. For example, an Irish consumer might click "buy now" on a product seen in a TikTok video even though they had no prior intention of buying it, purely because of how effectively the ad was targeted.
17.3Evaluate the impact of digital technology on consumer behaviourHL Paper 2 · Q3(e)▼
Question
In October 2021, the Competition and Consumer Protection Commission (CCPC) completed a research project on online consumer behaviour. The central objective of this project was to examine consumer engagement with social media platforms and influencers.
Evaluate the impact of digital technology on consumer behaviour.
Evaluate the impact of digital technology on consumer behaviour.
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer. "Evaluate" requires both positive and negative analysis plus an overall judgement.
Positive — Better information and decision-making: Digital technology gives consumers access to price comparison tools, independent reviews, and product information that help them make more informed purchasing decisions. For example, consumers can use the CCPC's online comparison tools for broadband or TV packages before committing to a provider.
Positive — Greater convenience and choice: Consumers can shop at any time, from anywhere, and access a far wider range of products than any physical store can offer. Delivery options make the experience fast and easy, removing geographical limits on what Irish consumers can buy.
Negative — Impulse buying and overspending: Targeted advertising and social media influencers, including those examined by the CCPC, are specifically designed to prompt unplanned purchases. When paid promotions are not clearly labelled, consumers may not realise they are being advertised to. For example, an influencer post on TikTok or Instagram may drive a consumer to buy a product without careful consideration.
Negative — Increased screen time and digital addiction: The always-on availability of shopping apps and social platforms means consumers can spend excessive time browsing, which can lead to unhealthy habits and unnecessary spending, particularly among younger consumers.
Overall evaluation: On balance, digital technology is a net positive for consumers who use it critically and are aware of the risks of targeted advertising. However, the growing influence of social media influencers and algorithm-driven advertising, as highlighted by the CCPC's own research, means the potential for harm is real and should not be underestimated.
17.4Outline two rights consumers have under EU law in relation to protection of personal dataOL Paper 1 · Q5(f)▼
Question
According to the Data Protection Commission's 2023 Annual Report, there was a 20% increase in valid data breach notifications received by the Data Protection Commission.
Based on current EU law, outline two rights consumers have in relation to protection of their personal data.
Based on current EU law, outline two rights consumers have in relation to protection of their personal data.
Suggested solution
The following is a suggested approach based on the specification verb and scenario. Offered as a study aid, not a definitive answer.
Right not to be subjected to automated decision-making: Under GDPR, important decisions about an individual — such as credit ratings or work performance assessments — may not be made solely by computer without the person's consent. Consumers have the right to human involvement in any decision that significantly affects them.
Right to access, correction, and erasure of personal data: Consumers can request a copy of all personal data held about them, have any incorrect information corrected, or request that their data be deleted when there is no legal reason to keep it. For example, if an Irish consumer deletes their social media account, the platform must remove their personal data.
Other acceptable answer
Right to complain to the Data Protection Commissioner: If a consumer believes a business is not complying with data protection law, they can make a formal complaint to the DPC, who can investigate and take action on their behalf.
📌 LO 17.1 — Know the three pieces of legislation and what each covers
The CCPC, the Consumer Rights Act 2022, and the Consumer Protection Act 2007 are three distinct things and can each be asked about separately. For the Consumer Rights Act 2022, know the three categories of rights: products, services, and digital content. For the Consumer Protection Act 2007, know the three pillars: misleading information, price display, and enforcement. For the CCPC, know its six main functions including the Consumer Protection List and mergers oversight. The outside-the-EU point appeared on OL Paper 1 as a true/false — remember: outside the EU always means fewer rights, not more.
📌 LO 17.2 — Always link ethical or sustainability concern to a specific action and example
The verb "demonstrate" means you must show how a concern influences consumer behaviour — not just name it. When asked about ethical concerns, the strongest answers name the concern, explain what behaviour it changes, and give a specific Irish or global example. Know the difference between ethical (fair treatment of workers, animal welfare, data privacy, buy local) and sustainability concerns (packaging waste, transport emissions, fast fashion). For the circular economy, the four consumer actions are: buy second hand, recycle, improve habits, and choose sustainable brands. Know one real example for each — IKEA's buy-back scheme is particularly strong.
📌 LO 17.3 — "Evaluate" at HL requires positives, negatives, AND an overall judgement
HL Paper 2 used the verb "evaluate" for digital technology — the highest verb in the spec for this LO. This means you must give both positive and negative impacts and then make an overall judgement about which side is stronger. The suggested solution model covers: better information (positive), increased convenience (positive), impulse buying driven by targeted ads (negative), and screen time/digital addiction (negative). The overall judgement should reference the CCPC's own research on social media influencers as that was mentioned in the question stimulus. HL Paper 1 used "analyse" which requires depth and cause-effect, not just description.
📌 LO 17.4 — Three GDPR rights, two data controller responsibilities, and the DPC's role
OL Paper 1 asked for two GDPR rights — but higher-level questions could ask for more. Know all three: right not to be subjected to automated decision-making; right to complain to the DPC; right to access, correction, and erasure (right to be forgotten). For data controllers, the two responsibilities are: report breaches within 72 hours, and keep data safe and secure. The DPC's three roles are: investigate complaints, promote public awareness, and impose penalties (up to €20m or 4% of global turnover). Each of these maps to a clear Irish example.
📌 LO 17.1 — Redress: know the exact sequence
The redress pathway under the Consumer Rights Act 2022 follows a specific order and this has appeared directly in the papers. Step 1: full refund within 30 days. Step 2: repair or replacement after 30 days. Step 3: if repair/replacement fails, then a refund or price reduction. Step 4: compensation if the faulty service caused financial loss. The 14-day cooling-off period applies only to distance contracts (online/phone/doorstep). Guarantees are free from the manufacturer; warranties are purchased for extra cover. Neither can reduce your statutory rights.
📌 LO 17.2 — Shadow economy: know consequences for all three stakeholders
The shadow economy has appeared as a fill-in-the-blanks question on OL Paper 2 and could appear in a more developed form at HL. Know the definition clearly (unrecorded transactions outside the formal economy, out of line with legislation or government reporting requirements) and the three sets of consequences: consumer (no rights, unsafe goods), business (unfair competition, legitimate business damaged), and economy (less tax revenue from VAT, profit, and wages; more enforcement spending). The dodgy box example — which doubled to 400,000 Irish households between 2019 and 2024 — is a strong real-world Irish illustration.
