Consumer Behavior

Click, Purchase, Return: Exploring the Shadows of Consumer Anomia and Intention to Exploit Return Policies

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Abstract

This study explores the role of consumer anomia in influencing fraudulent return behaviors, specifically wardrobing, in online retail settings. Wardrobing, characterized by the temporary use and subsequent return of products, imposes significant financial and operational challenges on retailers. Drawing upon strain theory, the research investigates how materialism, status consumption, and moral disengagement contribute to consumer anomia and its link to wardrobing intentions. The study also examines self-control as a moderating factor in these relationships. Survey data from 345 participants, analyzed using PLS-SEM, reveal that motivational factors significantly increase consumer anomia, which, in turn, enhances wardrobing intentions. Furthermore, self-control moderates the impact of materialism on consumer anomia. The findings emphasize the need for retailers to address the ethical and self-regulatory dimensions of consumer behavior, offering theoretical insights into strain theory and practical strategies for minimizing fraudulent returns.

Keywords: wardrobing, fraudulent return, consumer anomia, product return, online retailer

How to Cite:

Putra, A. R., Youn, S., Swazan, I. & Kopot, C., (2025) “Click, Purchase, Return: Exploring the Shadows of Consumer Anomia and Intention to Exploit Return Policies”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18803