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

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.

Leveraging 4D Golf Apparel Wear Simulation in Online Shopping: A Promising Approach to Minimizing the Carbon Footprint

“…Although sourcing sustainable and recycled materials is an essential part of pursuing greener fashion, it requires a longterm commitment from multiple entities [75]. Reducing additional fuel consumption and emissions stemming from online returns could be another way to enhance the sustainability of fashion, and yet the significance of managing its environmental impact has been overlooked [9]. While the study did not directly investigate the impact of 4D golf apparel wear simulation on reducing the carbon footprint, it did discuss the implications and potential benefits of integrating it into online shopping, which can contribute to a more sustainable e-commerce model, and as a result potentially lead to a reduction in the carbon footprint.…”

“…In the United States alone, over 15 million metric tons of carbon dioxide are emitted from transporting returned items, which is equivalent to the amount of waste produced by 5 million people every year [7,8]. Considering the increase in the volume of carbon emissions due to unnecessary purchases and subsequent returns, reducing online returns is crucial, although the significance of managing the environmental impact has been overlooked [9].…”

Pioneering Eco-Cart: Carbon Reduction Solutions for Thai Online Shoppers

“…The consumption of various online products can lead to environmental issues, notably in the electronics sector, where the carbon footprint is largely due to resource-intensive production and disposal (Hankammer et al, 2021;Vasan et al, 2014). Similarly, overconsumption and returns in clothing contribute to waste (Van Rensburg et al, 2020), while failed delivery attempts generate environmental harm (Bozzi et al, 2022). These challenges underscore the need for sustainable e-commerce practices.…”