What Prevents Consumers from Making Responsible Online Purchases?

Abstract

The objective of this qualitative study is to examine and describe what prevents consumers from making responsible online purchases. The data were collected during February and March 2023 with an online survey. The data comprises the respondents' (N=245) free-form written responses, in which they articulated and explained the factors that prevent their responsible online purchases. The findings indicate that external and internal factors can prevent consumers' responsible online purchases. While external factors – online stores – are mainly blamed for promoting irresponsible buying behavior, internal factors –consumers' individual characteristics – are also recognized to have an important role in irresponsible purchasing behavior. The external factors identified in this study include 1) pricing, 2) information, and 3) availability. The internal factors include 1) self-indulgence and 2) trust