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Returbeteende av modevaror i e-handeln: en kvantitativ studie om konsumenters hållbarhetsattityder och företags returpolicys påverkan på returbeteendet
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
Return behavior of fashion goods in e-commerce : a quantitative study of consumers' sustainability attitudes and the impact of corporate return policies on return behavior (English)
Abstract [sv]

Coronapandemins bidrag till en kraftigt ökad e-handel lyfter problemet med de ökade returerna och dess negativa miljöpåverkan. Hållbarhet har blivit en viktig aspekt i dagens samhälle som ökar i popularitet parallellt med e-handelns tillväxt, vilket utifrån ett konsumentperspektiv blir motstridigt. Ytterligare en aspekt som är viktig att ta hänsyn till är företags skonsamma returpolicys, som påverkar konsumentbeteendet vid returer. Syftet med studien är att förklara hur konsumenters hållbarhetsattityder påverkar genomförandet av planerade respektive oplanerade returer, samt hur företags returpolicys kan ha en inverkan på konsumenters returbeteende. För att kunna besvara syftet har studien genomförts med hjälp av en kvantitativ metod genom en enkätstudie på studenter från Högskolan i Borås. Studien utgår från teorier om kategorier av online returbeteenden, Theory of planned behaviour och returpolicys som ligger till grund för det resultat som studien genererat. Slutsatser från studiens resultat är att hållbarhetsattityder inte har någon större betydelse för returbeteende, samt att skonsamma returpolicys är att föredra, oavsett om avsikten är att genomföra en retur eller inte.

Abstract [en]

The Corona pandemic's contribution to a sharp increase in e-commerce raises the problem of increased returns and its negative environmental impact. Sustainability has become an important aspect of today's society that is increasing in popularity in parallel with the growing e-commerce, which from a consumer perspective becomes contradictory. Another aspect that is important to take into account is companies' generous return policies, which affect consumer behavior when returning. The purpose of the study is to explain how consumers' sustainability attitudes affect the execution of planned and unplanned returns, as well as how companies' return policies can have an impact on consumers' return behavior. In order to be able to answer the purpose, the study was carried out using a quantitative method through a questionnaire study of students from the University of Borås. The study is based on theories about categories of online return behaviors, The theory of planned behavior and return policies which together form the basis for results generated by the study. Conclusions from the study results are that sustainability attitudes have no major significance for the return behavior, and that lenient return policies are preferred, regardless of whether the intention is to carry out a return or not. This thesis is written in Swedish. 

Place, publisher, year, edition, pages
2021.
Keywords [en]
Return behavior, return policies, sustainability, attitude, sustainability attitudes, e-commerce, consumer behavior.
Keywords [sv]
Returbeteende, returpolicys, hållbarhet, attityd, hållbarhetsattityder, e-handel, konsumentbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-26618OAI: oai:DiVA.org:hb-26618DiVA, id: diva2:1600944
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2021-10-07 Created: 2021-10-06 Last updated: 2021-10-07Bibliographically approved

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