ISSN: 2319-7285
Aastha Garg
The purpose of this study is to examine the effects of consumersâ perception of Indian online apparel retailersâ ethical behavior on consumer purchase and revisit intentions. While e-commerce in India has witnessed extensive growth in recent years, so has consumersâ concerns regarding ethical issues surrounding online shopping. While research on ethics has made much progress in traditional retailing, ethics in online retailing is less advanced. Therefore, the current study focuses on the effect of consumersâ perceived ethical behavior of online apparel retailers and whether it has an impact on their behavioral intentions.