Return Policies in the Online Fashion Industry : A quantitative study examining how environmental consciousness may affect consumers purchase intention
Sammanfattning: While the environment is continuously becoming increasingly acknowledged in modern society and e-commerce (i.e. internet commerce) within fashion is still a growing industry, there is a controversy that has begun to surface. Online shopping and the environmental impacts, in which return rates contributes to, is both alarming as well as fairly unresearched to this day. This thesis concentrates on the awareness of return policies environmental aspects within online shopping and its possible effects upon consumers purchase intention. Within this we further consider additional moderating aspects such as perceived fairness of different policies and e-tailer (i.e. internet retailer) trust, based on the theoretical frameworks of justice theory, information asymmetry and previous return policy research. Based on quantitative survey results, this study empirically shows correlations between return policies, awareness regarding environmental influences and consumer purchase intentions. Finally, this study touches upon the possible strategic contributions of the results and how future research could proceed within this highly relevant research area.
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