Consumer Return Intention in Online Platforms: A Systematic Literature Review

Abstract

The growth of e-commerce has increased product returns, creating financial, operational, and environmental challenges. This systematic literature review synthesises 41 empirical studies (2021–2025) to identify key antecedents, mediators, and moderators influencing consumer return intention in online platforms. Results show that return intention is shaped by consumer traits (impulse buying, post-purchase dissonance, wardrobing), product factors (quality mismatches, misleading descriptions), platform and policy conditions, situational triggers, environmental considerations, cultural norms, and fairness perceptions. Cognitive dissonance, perceived quality, and trust act as mediators, while environmental efficacy, flow consciousness, and cultural context moderate effects. Impulse buying, product quality mismatch, and policy design emerge as dominant predictors, underscoring the need for context-specific strategies to reduce returns while maintaining customer trust and satisfaction.