Unethical consumers: Deshopping behaviour using the qualitative analysis of theory of planned behaviour and accompanied (de)shopping

Abstract

Purpose Previous research indicates that deshopping is a prevalent and growing consumer behaviour. This paper examines deshopping from a consumer perspective, and applies the Theory of Planned Behaviour (TPB) to demonstrate how this behaviour can be managed and prevented. An accompanied (de)shop is also conducted. This paper also places deshopping within a legal and ethical context, in relation to the established literature in this field. Methodology approach This paper tests the TPB variables in a qualitative way by conducting in-depth interviews with deshoppers, who had completed a quantitative questionnaire. The results further support and enhance the quantitative TPB results collected previously with 535 consumers. An accompanied (de)shop is also reviewed, as this qualitative research technique, enables an enhanced understanding and evidence of the deshopping process, which has not been demonstrated previously. The findings demonstrate support for these qualitative research tool, which enable a deeper understanding of the deshopping process and its management. Findings The findings demonstrate important use of the TPB as a qualitative research technique. The model is also expanded and redesigned by adding additional variables as a result of this research. The accompanied (de)shop findings demonstrate support for this qualitative research tool, which also enables a deeper understanding of the deshopping process and its management. Practical implications The research concludes with the implications of deshopping for the industry and makes recommendations as how to reduce deshopping, as well as recommending the qualitative research techniques utilised to future researchers. Originality This paper has identified the key variables that influence deshopping, and demonstrates that procedures can be designed to reduce this behaviour by manipulating the TPB variables. This paper has also added additional variables to the TPB model, which have proved to be influential in deshopping behaviour, thereby developing theoretical knowledge of TPB. The use of the TPB has also provided a theoretical underpinning to utilising a consumer education program to prevent problem behaviours. This research demonstrates that this could alter deshoppers’ attitudes and subjective norms. This is also the first paper to place deshopping in a legal framework which highlights the legal loopholes in a retailer’s returns policy and the implications of new directives which will influence retailer’s abilities to refuse a return. This paper is also the first to explore deshopping within an ethical framework that has created new knowledge on the unethical consumer in relation to deshopping behaviour. This study also incorporates an accompanied (de)shop methodology; this form of research has never been undertaken in relation to deshopping activity and has generated completely new knowledge of what is happening when the actual behaviour is taking place