Abstract:
This study investigates the factors that affect young consumers' online return behavior in Sri Lanka's
online apparel industry, focusing on quality issues, price consciousness, and their mediating role in online apparel
returns. The study focused on Generation Z Consumers in Sri Lanka. 384 Gen Z consumers participated in the
study, which employed a survey method to gather data. Factors, such as price consciousness, quality issues, and
online return behavior, were measured using a standardized questionnaire. PLS-SEM was used to analyze the data
and assess the correlations between these variables and how they affected returns on online apparel. The findings
show that quality issues and price consciousness influence young consumers' online return behavior. When buyers
discover better offers after purchasing, they are more likely to return items. Similarly, if the consumer feels the
quality is not on par with the expected level, they are more likely to return items. This study advances knowledge
about young consumers’ online return behavior in a developing market. Although previous studies have looked at
return behavior in general, this study fills a significant research gap by concentrating on Sri Lanka's online apparel
industry. The results give online retailers useful information that they can use to lower online returns and raise
consumer satisfaction and profitability.
