Consumer heterogeneity behind e-commerce returns and emissions

E-commerce returns have become a central concern in sustainability research. Returns at least double the transportation distance and reduce the resale potential of online products, resulting in extensive environmental impacts. Very little is known about the consumers behind returns, especially those who return excessively (i.e., “serial returners”). This study examines what drives serial return behavior and how serial returners differ from non-serial returners, using survey data from almost 10,000 online consumers representative for ten European countries. What distinguishes serial returners is a strong convenience-oriented attitude, in which returns facilitate impulsive purchasing and postponed decisions. Serial returners are more likely to be younger, urban consumers with lower education levels. Although they represent only roughly 15% of consumers, they generate about 60% of return-related CO 2 emissions. By highlighting serial returners’ disproportionate environmental impact, this study underscores the need for return-reducing initiatives that account for consumer heterogeneity.