Nicola Hüholt

Digitalization has not only disorganized where people shop, but also how and more im-portantly, how often. The fashion industry is one of the manufactures directly affected bythese changes. The convenience of shopping online has changed the way consumers buypieces of clothing – getting fast deliveries of multiple items in various colors and sizes andreturning the ones they dislike. Unfortunately, this comes with a rise in shipping volumes,which ultimately carries negative influence on the environment. Thus, the purpose of thispaper is to analyze the fast fashion industry and the environmental impact of fashione-commerce returns. Additionally, a design for an experimental study is suggested. Thegoal of the study is to explore the influence of lenient return policy on the purchasing andreturn behaviour of real fast fashion e-customers on the market.