Purpose: The purpose of this study is to determine the effects of post-purchase regret felt by consumers buying fashion products and their efforts to reverse their regrets, on dissatisfaction and their repurchase intention. Design/Methodology/Approach: The population of this research consists of the consumers in Gaziantep who buy fashion products and regret their purchase for any reason. Out Of non-probability sample methods, convenience sampling was used. Thinking that this can represent the population of the study, the sample number was determined as 441. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics programme was used. Bootstrapping technique was used to test the hypotheses intended to be measured in the study. Findings: The tests show that regret positively affect dissatisfaction (ß=,544, p<0,001) and the effort to reverse the feeling of regret. In addition, regret negatively affect repurchase intentions. Another variable, dissatisfaction negatively affect re-purchasing intention and regret reversing efforts positively affect re-purchasing intentions. Research limitations: Because the study is restricted by time, cost, accessibility, control difficulties; the whole of the population was not reached. The study is conducted with the data obtained from 441 consumers in Gaziantep and evaluations made by consumers who prefer ready-made wear. Practical implications: The results show that regret experienced in the past negatively affect re-purchasing process. It has been determined that the consumers can diminish their regret when they try to reverse it and this situation strengthens their re-purchasing intentions. Hence, it is thought to be beneficial to ensure that consumers are aware of their regrets and to focus on strategies that help enterprises to reverse this regret. Originality/value: Even though there are studies that associate regret with dissatisfaction and repurchase intentions, there are very few studies that focus on regret reversing efforts. There is no such study in local literature. Therefore, this study is original in these aspects and it is thought that it will contribute to the body of literature.
The Effect of Environmental Values of Fashion Consumers on Purchase Satisfaction and Repurchase Intention of Eco-friendly Fashion Products
