Consumer Behavior

Gen Z’s Intention to Return Product Online: A Regression Analysis of Young Indian Consumers

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Abstract

India has the second-largest online market in the world after China with 560 million internet users. Product return policy plays a vital role in the growth of online shopping in India. Convenient and easy return policies give customers confidence in the online shopping markets. With 472 million of population, Gen Z in India is the largest in the world. Online businesses in India are more concerned about this generation because they are the majority of internet users across the country. This study investigated the intention of Indian Gen Z consumers toward returning product online. Theory of Planned Behavior (TPB) was used as the study’s framework and for testing the proposed hypotheses, linear regression analysis was employed. The study findings add to the current online shopping literature and increase our understanding of consumer product return behavior of Gen Z.

Keywords: Online, Consumer Behavior, Gen Z, India

How to Cite:

Basak, S., Swazan, I. & Das, D., (2022) “Gen Z’s Intention to Return Product Online: A Regression Analysis of Young Indian Consumers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13675