CLOTHING RETURN BEHAVIOR OF GENERATION Z IN POLAND – CAUSES OF RETURNS AND WAYS TO LIMIT THEM
CLOTHING RETURN BEHAVIOR OF GENERATION Z IN POLAND – CAUSES OF RETURNS AND WAYS TO LIMIT THEM

Summary/Abstract: The main objective of the article is to identify the most important determinants influencingclothing returns among Generation Z consumers, and the potential strategies for reducingreturn rates. The article carries out a statistical analysis of data collected through a CAWIsurvey on consumer returns of clothes targeting this demographic. In addition, a literaturereview of existing research on the subject has been conducted to contextualize the findings.The article combines theoretical insights with empirical research based on the analysis of theauthors’ own data analysis. The conducted research and the described solutions to reducereturns in the clothing industry may contribute to lowering the operating costs of enterprisesand enhancing overall customer satisfaction.

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