As customer return rates increase, retailer bottom lines suffer from customers' misuse of the policies and to the ethics of such practice. The purpose of this study is to explore customers' orientation toward return behaviors, and to develop a return orientation assessing these dimensions. This research identified three dimensions relevant to consumer return behavior: the planned/unethical returner; the eager returner; and the reluctant/educated returner. A retest with another sample confirmed these three dimensions. Each dimension was analyzed for its relationship with consumer ethical beliefs as measured by the Muncy-Vitell Consumer Ethics Scale, ethical philosophies and shopping behaviors. These relationships supported the ethical and unethical aspects of returner orientation. Results of this research imply that the core aspect of returner orientation is relevant to ethical behavior and misuse of retail return policies. The three return orientations identified partially support the Rosenbaum & Bitner-Olson research.

This study estimates a path model to examine the relationships among marketing mix elements, brand attitudes and purchase intentions, and compares the path models between global and domestic SPA brands. For this study, four SPA brands, including domestic brands (Codes Combine and Who-a-u) and global brands (Zara and Uniqlo), were selected based on purchase experience with the brands. A total of 276 usable responses were obtained from Korean consumers aged from 18 to 32 who met the major target audience of the selected SPA brands in Korea. Finding showed that marketing mix elements consisted of "merchandise assortment", "store", and "lower pricing" in the SPA brands. For the total sample, an estimated model showed that "merchandise assortment" and "store" were significantly related to brand attitude strength, which led to purchase intentions. Multi-group analysis indicated that there were significant differences in the effects of "store" on cognitive attitude and on purchase intentions between global and domestic brands, and significant difference in the effect of affective attitude on purchase intentions between the two groups. Managerial implications were discussed in relation to devising a strategic marketing mix for a successful fast fashion business in a competitive marketplace.

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage behaviour for clothing fashion products. Behavioural aspects (use frequency and use variety) of usage behaviour were considered with psychological aspects (use satisfaction). The study focused on the differences in usage behaviour (use frequency, use variety and use satisfaction) by product types (fashionability and classification). Data was collected from a questionnaire survey. The results revealed that product types affected the post‐purchase usage behaviour of fashion products. There were significant differences in the use frequency by the product classification, in the use variety by the product fashionability and in the use satisfaction by the product classification and fashionability. Further, significant differences by product types were discussed.

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Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of individuality is bi‐dimensional with a desire for differentiation and a tendency towards independence. An individual who is independent is aware of social norms but not affected by them and hence docs not necessarily show fashion innovativeness. This study examines the bi‐dimensional concept of individuality and investigates its relationship to fashion innovativeness and opinion leadership. Data were obtained from 461 female college students. Factor analysis divided individuality into two dimensions: differentiation and independence. Differentiation was more related to fashion innovativeness than was independence. Fashion innovativeness and opinion leadership were correlated. Differentiation had a direct effect on fashion innovativeness while independence showed no significant effect. Differentiation and fashion innovativeness affected opinion leadership in the same magnitude, but independence showed a slightly negative effect. The results imply that the application of individuality, particularly, differentiation to fashion promotion and marketing strategies would be profitable.