A4 Article in conference proceedings
Barriers to Responsible Consumption in e-Commerce : Evidence from Fashion Shoppers (2021)

Kemppainen, Tiina, Frank, Lauri, Makkonen, Markus, Oona-Iina Hyvönen. (2021). Barriers to Responsible Consumption in e-Commerce : Evidence from Fashion Shoppers. In A. Pucihar, M. Kljajic Borstnar, R. Bons, H. Cripps, A. Sheombar, & D. Vidmar (Eds.), 34th Bled eConference : Digital Support from Crisis to Progressive Change (pp. 327-340). University of Maribor. https://doi.org/10.18690/978-961-286-485-9.24

JYU authors or editors

Publication details

All authors or editors: Kemppainen, Tiina; Frank, Lauri; Makkonen, Markus; Oona-Iina Hyvönen

Parent publication: 34th Bled eConference : Digital Support from Crisis to Progressive Change

Parent publication editors: Pucihar, Andreja; Kljajic Borstnar, Mirjana; Bons, Roger; Cripps, Helen; Sheombar, Anand; Vidmar, Doroteja


  • Bled eConference

Place and date of conference: Online Conference, 27.-30.6.2021

eISBN: 978-961-286-385-9

Publication year: 2021

Pages range: 327-340

Number of pages in the book: 800

Publisher: University of Maribor

Place of Publication: Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/978-961-286-485-9.24

Persistent website address: https://press.um.si/index.php/ump/catalog/view/581/744/1552-1

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/77133


This qualitative study investigates the barriers to responsible consumption in e-commerce from the online shoppers’ viewpoint. The purpose of the study is to increase our understanding of what prevents young adults from making responsible purchases in online stores in the context of fashion retail. The data were collected by interviewing ten Finnish fashion shoppers aged 23-27 years. The findings show that responsible consumption is perceived as complex and challenging. The study identified barriers related to online stores and consumers themselves. Online store implementation (product availability, information and transparency, and pricing) is vital in facilitating online shoppers’ responsible purchasing decisions. However, consumers’ personal consumption patterns and habits, and problems related to time use and responsibility assessment, can also be constraints on responsible consumption. Future studies are encouraged to investigate how online solutions, such as user interfaces, online tools, and apps, could better assist consumers in overcoming the identified barriers.

Keywords: electronic commerce; retail trade; responsibility (properties); societal responsibility; consumers; consumer behaviour; fashion; purchase decisions

Free keywords: e-commerce; responsible consumption; online shopping; fashion retail; qualitative study

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 1

Last updated on 2022-20-09 at 15:22