This study examines the relationships between socio-demographic factors, purchase frequency, internet expertise, and unethical return behavior in apparel e-commerce, with a particular focus on the act of wardrobing—wearing and then returning used apparel. The research involved a survey of 1026 online apparel consumers from Portugal and the Czech Republic. The results show that frequent buyers, internet-savvy users, women and younger e-consumers report more satisfactory return experiences. However, several e-consumers engage in wardrobe shopping, with higher rates observed among males, internet-savvy users and youth. There are differences between the countries studied: in the Czech sample, men and advanced internet users are more likely to engage in wardrobing, while in the Portuguese sample, it is more prevalent among younger e-consumers. The results also document that, overall, men are seven times more likely to practice unethical return, while increasing age decreases the likelihood. The originality of the study lies in its approach and findings, which contribute to the understanding of post-purchase behavior and moral hazards in e-commerce and highlight the need for retailers to balance return policies that prevent abuse while maintaining customer satisfaction. Recommendations are made for improving loyalty programs and personalizing the e-shopping experience to minimize returns and promote ethical consumer behavior. Further research is suggested to develop these findings and improve return management in apparel e-commerce.

This study explores pay-per-wash (PPW) services, focusing on young consumers drawing from a dataset of 457 responses collected from Germany and the Czech Republic. Utilizing gender and living conditions as segmentation criteria, the research uncovers both shared and distinct preferences among this demographic. Key findings highlight a universal appeal for Internet of Things (IoT)-enabled features, as well as the significance of both monetary and nonmonetary incentives in driving PPW service adoption. Notably, females demontrate a stronger preference for timely operations, complimentary detergents, and eco-friendly solutions. However, while providing valuable insights, the research acknowledges limitations, such as potential segmentation oversights and an exclusive focus on a specific age bracket. Moreover, the study validates three hypotheses regarding the positive impact of IoT features, optimized washing settings, and sustainable behavior on young consumers’ inclination toward the PPW model. By offering a roadmap for PPW services, the research emphasizes the importance of adopting a balanced marketing approach that considers both universal and gender-specific preferences.