Increasing numbers of shoppers are being asked to donate money at the checkout to various charities, in the practice is called 'checkout charity'.
It sees cashiers ask for a small charity donation just as customers are paying for their own purchases.
However studies show it can often backfire, leaving shoppers feeling guilty.
Ekant Veer is a Professor of Marketing in the Department of Management, Marketing and Tourism at Te Whare Wananga o Waitaha | University of Canterbury. He joins Emile Donovan.
A woman pays for items at a shop counter. Photo: Unsplash/ Blake Wisz
