POST-PURCHASE COGNITIVE DISSONANCE AND PERCEIVED ENVIROMENTAL EFFICACY: MODERATED MEDIATION ON ONLINE PRODUCT RETURNS
(A2024-119327)

AUTHORS

Susana Fernández-Lores, ESIC University-ESIC Business & Marketing School; Natividad Crespo-Tejero, ESIC University- ESIC Business Marketing School; Ruth Fernández-Hernández, ESIC University-ESIC Marketing & Business School; Fernando E. García-Muiña, Rey Juan Carlos University, Madrid, Spain

ABSTRACT

The rise of e-commerce has led to a significant surge in product returns, causing both economic damage to companies and a notable environmental impact. This paper delves into the factors influencing the intention to return products purchased online. Existing literature suggests that post-purchase cognitive dissonance is a key explanatory factor for the inclination to return products. Consequently, we explore variables related to online purchases elucidating the level of dissonance experienced upon receiving the product. Dissonance is proposed as a mediating variable between online purchases and the intention to return products. Considering the environmental consequences of returns, we also analyze the moderating effect of customers' perceived environmental efficacy. Results indicate a perfect mediating effect of post-purchase cognitive dissonance. At a certain level, perceived environmental efficacy partially inhibits the intention to return products.