Returning policies and online shopping in consumer behaviour of fashion items

This thesis aims to investigate which are the main drivers of online consumer shopping behaviour when fashion products are involved. With the technological advancement and the development of digital distribution channels, consumers are experiencing newer and different ways to purchase clothing online, but also a multitude of easier opportunities to return the purchased items. Specifically, this master thesis aims at exploring the drivers of online consumer buying behavior related to returns, verifying a statistical model. Theoretical and managerial implications are derived.