Fashion E-Tail and the Impact of Returns: Mapping Processes and the Consumer Journey towards More Sustainable Practices

Carolina Bozzi, Marco Neves and Claudia Mont’Alvão
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Carolina Bozzi: CIAUD, Research Centre for Architecture, Urbanism and Design, Lisbon School of Architecture, Universidade de Lisboa, Rua Sá Nogueira, Polo Universitário do Alto da Ajuda, 1349-063 Lisboa, Portugal
Marco Neves: CIAUD, Research Centre for Architecture, Urbanism and Design, Lisbon School of Architecture, Universidade de Lisboa, Rua Sá Nogueira, Polo Universitário do Alto da Ajuda, 1349-063 Lisboa, Portugal
Claudia Mont’Alvão: Laboratory of Ergodesign and Usability of Interfaces, Graduate Program in Design, Pontifical Catholic University of Rio de Janeiro, Rua Marques de Sao Vicente, 225, Gavea, Rio de Janeiro 22541-041, Brazil

Sustainability, 2022, vol. 14, issue 9, 1-39

Abstract: The purpose of this study is to trace the processes behind the elaboration of the product page and map the shopping journey to identify ways to reduce returns. This is a qualitative study conducted in three stages: exploratory interviews with users, semi-structured interviews with e-commerce and logistics specialists, and directed storytelling sessions with users. Our findings indicate that the e-commerce specialists are not fully aware of the impacts caused by the high return rates, and product presentation pages are therefore not elaborated to provide users with all the information necessary to make accurate purchases. Sellers should improve product presentation pages to increase product knowledge by providing tools to enhance quality mental imagery. Additionally, sellers should inform consumers of the impact of their shipping options and returning habits. There are ways to optimize logistics processes to reduce the environmental impact. Prior research has addressed these issues separately. Besides, have addressed mental imagery to increase sales. This study brings a holistic approach and brings mental imagery as a tool to provide users with more information about a product.

Keywords: e-tail; e-commerce; sustainable consumption; sustainable design; returns; apparel (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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