ANTECEDENTS OF CONSUMER PRODUCT RETURNS

Authors : Mustafa Bilgehan Kutlu

Pages : 1347-1366

Doi:10.18493/kmusekad.1483164

View : 60 | Download : 67

Publication Date : 2024-12-31

Article Type : Research Paper

Abstract :Product returns inevitably occur in companies for consumer and industrial products. While returns cause business resources to be spent inefficiently, they also cause serious damage to the environment and economy due to reverse logistics activities. The aim of this study is to examine consumer return behavior and its reasons Opinions of 653 consumers are obtained through convenience sampling for the study. In this research, the reasons for return behavior are examined in two categories: product-related and consumer-related. Consumers\\\' returns are largely product-related. Consumer-related returns are considered in two factors: insufficient research and unable-to-use. Insufficient research returns are positively influenced by consumer attitudes towards unethical returns and impulsive (emotional dimension) buying tendencies. User manual behavior is shown to reduce unable-to-use returns. In addition, the positive attitude of consumers towards unethical returns increases the number of unable-to-use returns. Consumer attitudes towards unethical product returns are negatively affected by their environmental values.
Keywords : Ürün İadeleri, Etik Olmayan İadeler, Dürtüsel Satın Alma, Kullanma Kılavuzu Davranışı, Çevreci değerler