Impact of product‐specific variables on consumers' post‐consumption behaviour for apparel products: USA

Companies spend valuable resources developing and distributing products to please the consumer; however, products that do not match consumer performance expectations during post‐purchase use often result in consumer dissatisfaction. This situation can lead to redress‐seeking behaviour and negative repurchase behaviour. Understanding factors influencing consumers' post‐purchase behaviour can provide retailers with information to make accurate purchasing decisions and improve interpretation of the post‐return data. This study examines product‐specific variables for apparel purchases and their relationship with post‐consumption behaviour. Product cost and product type were found to be related to redress and repurchase behaviour among dissatisfied consumers. Implications for apparel retailers and consumer educators are discussed.