Study: Small group of buyers responsible for majority of environmental impact of returns

A new study from the Free University of Brussels provides more insight Serial Returners and the impact of frequent package returns. The study shows that only 15 percent of consumers return products excessively. However, this group is responsible for almost 60 percent of the carbon emissions associated with returns.

The study examined the purchasing behavior of almost 10,000 European consumers. These customers came from Belgium, the Netherlands, France, Germany, Italy, Spain, Norway, Sweden, Poland and Greece. Not only returns behavior, but also the attitude and motivation of consumers were recorded.

“Returns are much more than just a logistics cost factor,” says Heleen Buldeo Rai, who led the study at the university. “They also have a significant impact on the environment. Yet we know surprisingly little about the consumers who most often return products.” Returns require additional transportation and packaging. They require a complex logistics chain and make it difficult to resell the returned items.

A remarkable result of the study is that frequent returns also Serial Returners mentioned, does not necessarily shop more online than others. The difference lies in their attitude towards returns. “For these consumers, returns have become a way to postpone purchasing decisions,” says Buldeo Rai. “They order more impulsively, often buy several options at the same time and only decide when they get home what they ultimately want to keep.”

The ease of processing returns is a crucial factor for many. For a long time, returns to online shops were free and relatively uncomplicated. Consumers who are tempted by easy, quick and free returns are almost three times more likely to belong to the group of frequent returns. However, consumers who are aware of the environmental impact of returns are less likely to return products.

For the Serial Returners A clear profile also emerges: On average, they are younger, live more often in urban areas and often have a lower level of education. Frequent returns cause an average of almost 20 kilograms of CO2 each year through their returns. For other consumers, this average is three kilograms.

According to Buldeo Rai, the solution does not lie with consumers alone. “Many online stores have encouraged returns for years because they increase sales. But if we want to limit our environmental impact, we need to do a better job of helping consumers make the right choice the first time.”

The study advocates for better product information and increased use of tools such as virtual fitting rooms and size advisors. It also calls for a critical look at sales techniques that promote impulse purchases. The study also sees a role for politics. This must better inform consumers about the consequences of returns and develop clear rules for cross-border e-commerce.

“If we want to reduce returns, we need to understand why people return products,” concludes Buldeo Rai. “It’s not feelings of guilt that seem to be most promising, but rather intelligent solutions that help consumers make the right choice right from the start.”