Gratitude’s impact: the positive influence of larger-sized female shoppers on online fashion retailer ratings

Purpose Existing studies confirm that larger-sized (versus smaller-sized) female consumers prefer online fashion shopping, yet the impact of this preference on attitudes and behaviours once online remains unclear. This study aims to examine the relationship between consumer body size, product attributes (e.g. garment colour) and psychological states (e.g. perceived weight stigma), and how these factors influence consumer gratitude, which ultimately affects seller ratings and sales. Design/methodology/approach This research comprised three Prolific-administered studies and one field data analysis. Study 1 (n = 313) examined the effects of body size and garment colour on gratitude, while Study 2 (n = 180) focused on the perceived weight stigma moderation. Study 3 (n = 393) tested the link between gratitude and seller ratings, along with the earlier relationships. Lastly, Wish.com data (6,509,133 transactions) confirmed the seller ratings–sales association. Findings The findings suggest a link between larger-sized female consumers who choose black garments and/or perceive greater weight stigma, and the gratitude expressed towards online fashion retailers. These factors likely trigger a sense of psychological safety, which aligns with the benefits of online shopping for larger-sized female consumers. Lastly, this study found support that gratitude is associated with the proposed positive downstream effects for retailers. Research limitations/implications Amid debates on inclusive sizing versus cost in fashion retail, this research demonstrates that targeting larger-sized female consumers offers significant downstream benefits for online retailers. From a positive psychology perspective, inclusive online experiences can enhance consumers’ well-being by fostering gratitude. Practical implications In practical terms, online fashion retailers can increase their ratings by including larger-sized female consumers in their segmentation strategies, implementing tactics to reduce body-image threat and activating feelings of gratitude. Originality/value This study contributes valuable insights to the limited body of research in the marketing literature that regards consumer body size as the variable of interest. This is particularly significant, given that body sizes among consumers are consistently increasing.