Bridging the information asymmetry in e-commerce: an intercultural perspective on sustainable clothing

Purpose This study addresses the information asymmetry issue in e-commerce, particularly prevalent in the clothing industry, leading to high product returns and environmental harm. The research aims to fill gaps in the existing literature by holistically examining multiple information cues and considering intercultural differences, utilizing signaling theory. Design/methodology/approach An Adaptive Choice-Based Conjoint experiment involving German ( n = 332) and Chinese ( n = 331) respondents from Generation Y is conducted. This cross-cultural comparison explores consumer preferences for sustainable clothing and analyses factors influencing their choices, including price, shipping costs, sustainability labels and online customer reviews. Findings German online shoppers exhibit a stronger preference for sustainable clothing compared to their Chinese counterparts, with notable differences in the emphasis placed on various factors. Chinese respondents prioritize monetary aspects (e.g. price and shipping costs), while Germans attach greater importance to sustainability labels and online customer reviews. Originality/value This research contributes to the existing literature by providing a comprehensive analysis of information cues in e-commerce, considering cultural variations. The findings shed light on the distinct preferences of German and Chinese respondents from Generation Y, offering valuable insights for businesses aiming to address information asymmetry and enhance environmental sustainability in online clothing retail.