Consent Fatigue in Precision Marketing and Personal Information Compliance in Coffee Brands: Can Library Information Literacy Education Serve as A Consumer-Side Correction Mechanism?

Precision marketing ecosystems depend on continuous extraction of user consent, yet empirical research documents a growing phenomenon of consent fatigue in which users routinely click “I agree” without reading privacy notices, eroding the substantive voluntariness upon which consent-based personal data regulation rests. This paper examines coffee brands—particularly their loyalty apps, mobile ordering platforms, and IoT-enabled personalization systems—as a paradigmatic site where high-frequency, low-stakes data collection interactions generate repeated consent requests and amplify fatigue. Drawing on interdisciplinary scholarship from law, human–computer interaction, consumer behavior, and library and information science (LIS), the paper develops a three-layer framework of consent failure: structural (dark patterns and interface design), psychological (privacy fatigue and cynicism), and educational (privacy literacy deficits). It argues that regulatory enforcement and corporate self-regulation alone cannot compensate for the consumer-side information asymmetry, and proposes that library information literacy education—reconceptualized as privacy literacy instruction—can serve as a corrective mechanism by building consumers’ procedural knowledge, critical evaluation skills, and behavioral self-efficacy. The paper concludes with a four-module pedagogical curriculum and discusses boundary conditions, limitations, and directions for future empirical research.