Psychology ‘can reduce returns’ – study

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Targeted psychological interventions on the environmental impact of fashion returns can change shoppers’ behaviours, according to the largest study of its kind.

Clever behavioural messages reduced returns

Targeted psychological interventions on the environmental impact of fashion returns can change shoppers' behaviours, according to the largest study of its kind.

The study of more than 220,000 customers and more than 100,000 orders in eight European countries was carried out by digital consultants Elaboratum, AI platform Behamics and the University of St Gallen in Switzerland.

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