IntroductionIn spite of the rapid emergence of web-based fashion retailers (Birchall, 2010;Costa, 2010); the field is considerably under-researched. Reports indicate that fashion products are the second most popular among online purchases (Birchall, 2010). However, consumers are still facing many obstacles which may hinder them from purchasing clothes online. Some of these obstacles, suggested by GSI 1 Commerce, include being unable to (a) try clothes on, (b) 1 GSI Commerce an e-commerce company that provides e-commerce services This paper presents a critical review of online environmental psychology articles based on the stimulus-organism-response paradigm. The structure of the paper follows the sequence of the S-O-R framework, i.e. starting with environmental stimuli both in traditional and online store settings. Then, consumers' inner organism theories are reviewed, followed by behavioural responses.This endeavour also table-summarises a selected set of the most relevant articles in the specific setting of online fashion shopping environments. Content analysis of the table shows that two main themes have emerged in literature; one investigates the influence of online environmental stimuli on consumer trust and risk perception; whereas the second theme is more emotion-centred. Finally, the paper highlights the limitations of current literature and presents an agenda for future research.