Unethical consumers : Deshopping behaviour using the qualitative analysis of theory of planned behaviour and accompanied (de)shopping

Purpose – Previous research indicates that deshopping is a prevalent and growing consumer behaviour. This paper sets out to examine deshopping from a consumer perspective, and to apply the theory of planned behaviour (TPB) to demonstrate how this behaviour can be managed and prevented with the help of an accompanied (de)shop. It also seeks to place deshopping within a legal and ethical context, in relation to the established literature in this field. Design/methodology/approach – This paper tests the TPB variables in a qualitative way by conducting in‐depth interviews with deshoppers, who had completed a quantitative questionnaire. The results further support and enhance the quantitative TPB results collected previously with 535 consumers. An accompanied (de)shop is also reviewed, as this qualitative research technique, enables an enhanced understanding and evidence of the deshopping process, which has not been demonstrated previously. The findings demonstrate support for these qualitative research tool, which enable a deeper understanding of the deshopping process and its management. Findings – The findings demonstrate important use of the TPB as a qualitative research technique. The model is also expanded and redesigned by adding extra variables as a result of this research. The accompanied (de)shop findings demonstrate support for this qualitative research tool, which also enables a deeper understanding of the deshopping process and its management. Practical implications – The research concludes with the implications of deshopping for the industry and makes recommendations regarding how to reduce deshopping, as well as recommending the qualitative research techniques to be utilised by future researchers. Originality/value – This is the first paper to place deshopping in a legal framework which highlights the legal loopholes in a retailer's returns policy and the implications of new directives which will influence retailers' abilities to refuse a return. This paper is also the first to explore deshopping within an ethical framework that has created new knowledge on the unethical consumer in relation to deshopping behaviour. This study also incorporates an accompanied (de)shop methodology; this form of research has never been undertaken in relation to deshopping activity and has generated completely new knowledge of what is happening when the actual behaviour is taking place.