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Monetary return policies in fashion e-retail: Exploring the role of retailer brand attachment on consumer responses

Author

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  • Klütz, Anna-Marie
  • Albrecht, Carmen-Maria

Abstract

Product returns cause high costs for online retailers, prompting many to implement return fees. While return fees can help to partly compensate for these costs, they are also associated with reduced consumer purchase intentions, challenging retailers to find an optimal balance. In the context of consumer-retailer relationships, monetary return policies are still underexplored. To address this gap, an experimental study with NÂ =Â 506 participants was conducted, examining how different levels of return fees impact the consumer-retailer relational outcomes and whether an attachment to the retailer brand moderates these effects. The results show that higher return fees increase retailer brand switching intentions, whereas strong retailer brand attachment can buffer negative outcomes for minor fees. Additionally, perceived brand transgression severity is identified as a mediator of this relationship, underscoring the importance of considering consumers' established relationship norms and expectations when adapting monetary return policies.

Suggested Citation

  • Klütz, Anna-Marie & Albrecht, Carmen-Maria, 2026. "Monetary return policies in fashion e-retail: Exploring the role of retailer brand attachment on consumer responses," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003388
    DOI: 10.1016/j.jretconser.2025.104559
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    References listed on IDEAS

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