Why do consumers return products? A qualitative exploration of online product return behaviour of young consumers

In the world of online retailing, young consumers have become an integral part of the consumer base due to their tech savvy personality. However, retailers are currently concerned about online product return behavior exhibited by consumers, specifically young demographics. Hence, the purpose of this study is to investigate the reasons of online product return behaviour among young consumers. This study adopted qualitative approach and collected data from young consumers aged between 18 and 40 through in-depth interviews, focus group discussions and netnography. The study incorporated three behavioral theories, namely Expectation Confirmation Theory, Theory of Cognitive Dissonance, and Theory of Planned Behavior, to elucidate the online product return behavior of young consumers. The findings of this study explained two kinds of reasons of online product return behaviour such as company centric reasons comprising unsuitable product, compromised delivery, deceptive advertising practices and dissemination of manipulated information, and customer centric reasons comprising of buyer's regret, wardrobing and buyer's spontaneity. This study developed an integrative framework combining all the reasons with three theories explaining the online product return behaviour. The implications of this study will help the managers to mitigate the product returns to a great extent and understand the consumer behaviour in order to frame a commercially viable return policy.