Adoption of buy-online-return-in-store services in sustainable retailing: consumer minimalism perspective

Purpose The growing importance of sustainable consumption and omnichannel retailing has positioned the buy-online-return-in-store (BORS) policy as both an operational innovation and an eco-efficient practice. This study investigates how consumer minimalism (CM), as a value-based lifestyle orientation, influences consumers' adoption of BORS services within an extended technology acceptance model (TAM) framework. Design/methodology/approach Data were collected from 268 consumers via a structured survey using convenience sampling, and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS was employed to test the structural model and hypotheses. Findings The results reveal that CM significantly enhances perceived ease of use (PEOU) and attitudes toward BORS, with attitude emerging as the primary mediator linking values to intention to adopt. Minimalism showed no direct effect on perceived usefulness or behavioral intention, and PEOU did not directly influence attitude, suggesting that classical TAM relationships may not fully hold in sustainability-oriented retail contexts. These findings highlight the importance of value-based mechanisms in shaping technology-related adoption beyond traditional utilitarian pathways. Research limitations/implications The study is limited by its single-country context, reliance on self-reported data and cross-sectional design. Future research should examine cross-cultural differences, adopt alternative methods and include additional psychological and contextual factors to improve understanding of value-driven adoption in sustainable retailing. Originality/value Theoretically, this study recontextualizes the TAM by integrating a lifestyle-based construct, responding to calls for value-oriented frameworks in omnichannel innovation research. Practically, it provides guidance for retailers to position BORS not only as a convenience-driven service but also as an environmentally responsible choice aligned with minimalist values, thereby strengthening consumer engagement across demographic segments.