Self-checkout terminals are becoming theft hotspots as shoppers increasingly justify deliberately scanning items incorrectly. Stephanie Atto from Monash Business School explains the concerning findings.
What’s happening: More than one in four Australian consumers now believe retail theft is justifiable to some degree, including taking items without paying, changing price tags, and deliberately misusing self-checkout terminals. The Consumer Deviance Spotlight report by Monash University’s Australian Consumer and Retail Studies unit surveyed 1,047 shoppers aged 18 and older in June 2025.
Why this matters: Australian Bureau of Statistics data shows 595,660 victims of theft nationally in 2024, the highest in 21 years and a 6% increase on the previous year, with almost half occurring in retail settings.
Australian shoppers are developing increasingly relaxed attitudes towards retail theft and other deviant behaviours, according to new research that reveals a stark generational divide in what consumers consider acceptable.
The Consumer Deviance Spotlight report, released by Monash Business School’s Australian Consumer and Retail Studies research unit, examined the attitudes and behaviours of Australian shoppers through a survey of 1,047 people aged 18 and older. The data, collected in June 2025, forms part of the annual ACRS Retail Monitor.
Generational divide
The research uncovered troubling differences between age groups when it comes to justifying theft. Taking an item without paying for it was considered not at all justifiable by 93% of consumers aged 55 and older, with only 7% believing it was justifiable to some extent.
The contrast with younger shoppers was dramatic. Just 46% of consumers aged 18 to 34 considered taking an item without paying to be completely unjustifiable, whilst 54% believed it was justifiable to some degree.
The study found more than one in four consumers believed retail theft was justifiable to some degree, including specific behaviours like taking an item without paying (27%), changing price tags on products (30%), not scanning some items when using self-checkout terminals (32%), and scanning items as cheaper items when using self-checkout terminals (36%).
“What we are seeing is that a growing number of Australian shoppers, particularly younger people, consider some form of retail theft to be justifiable, whether that is taking an item without paying, changing price tags or deliberately misusing self-checkouts,” said Stephanie Atto, lead author of the report and ACRS Research and Strategy Director.
“These findings are concerning because while most people acknowledge such behaviours are illegal, there is a growing acceptance of them in practice.”
Despite the concerning attitudes, the vast majority of shoppers, between 85% and 89%, still acknowledged these forms of theft were illegal.
Beyond blatant theft
The research revealed that acceptance of deviant behaviour extends well beyond traditional theft. Manipulation of deals and promotions has become increasingly normalised amongst Australian shoppers.
“Many Australians consider manipulating deals and promotions to be justifiable. Shoppers reported increased acceptance of lying about a child’s age to get a cheaper price, creating multiple email accounts to redeem a one-time offer, and claiming a lower price at a competitor to secure a discount, with 47 to 64% of Australians indicating these behaviours are justifiable to some extent,” Atto said.
Taking advantage of customer service showed similar trends. Consumers said it was justifiable to mislead shop assistants about unpriced items (34%), write negative reviews for compensation (40%), and stay silent when a bill was miscalculated in their favour (60%).
Safety perceptions shift
For the first time, the research examined shoppers’ perspectives on shopping centre safety and security, an issue that has received increased media attention in recent years.
“With media portrayals of heightened threats in recent years, we were interested in understanding Australian shoppers’ views on shopping centre safety and security, and found that the majority of shoppers felt safe in shopping centres,” Atto said.
“Additionally, most recalled seeing security personnel during visits over the past three months.”
Escalating national problem
The findings align with recent Australian Bureau of Statistics data showing theft has reached a 21-year high. In 2024, there were 595,660 victims of theft nationally, representing a 6% increase on the previous year, with almost half of all incidents occurring in retail settings.
The timing of the research is significant. Although retail trade and consumer confidence have steadily improved in 2025, the researchers warn that rising retail crime threatens to offset these gains.
In response to the escalating crisis, retailers and peak bodies have intensified efforts to address the problem. Initiatives include cracking down on repeat offenders, calling for consistent national crime laws and police responses, and launching awareness campaigns to encourage Australians to remain vigilant and report suspicious activity.
“Retail crime is a shared problem that requires a united approach, integrating technology, stronger communication and consistent legal frameworks across retailers, law enforcement and government bodies,” Atto said.
“While retail crime in Australia has escalated in recent years, these collective efforts represent important steps towards addressing the problem.”
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