Global Journal of Commerce & Management Perspective
Open Access

Abstract

Perceived Ethics of Online Apparel Retailers in India and Consumer Behavioral Intensions

Aastha Garg

The purpose of this study is to examine the effects of consumers‟ perception of Indian online apparel retailers‟ ethical behavior on consumer purchase and revisit intentions. While e-commerce in India has witnessed extensive growth in recent years, so has consumers‟ 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 consumers‟ perceived ethical behavior of online apparel retailers and whether it has an impact on their behavioral intentions.