Navigating the Green Path: exploring the dynamics and impact of Peer-to-Peer Retail Returns

In response to growing sustainability concerns in product returns, a novel and to-date underexplored solution has emerged: peer-to-peer (P2P) returns. This solution allows returners to directly send unwanted items (e.g., wrong size) to new buyers who purchase them at a discount. This research employs mixed methods to examine the implementation and acceptance of P2P returns in the non-grocery retail sector, exploring the perspectives of large retailers, P2P providers, and customers. It identifies key challenges and values associated with sustainable and economically viable practices. The findings enrich innovation resistance theory by highlighting the roles of risk, trust, and value consistency in adopting sustainable retail practices. The managerial implications can inform practitioners who consider implementing P2P returns.