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Product returns as a reflection of intergenerational differences: a comparison of baby boomers, generation X, millennials, and generation Z

Lysenko-Ryba Kateryna, Reveniuk Marharyta, Kauf Sabina

LogForum

2025

Vol. 21, no 3

419--430

Background: Consumer shopping behavior has been widely studied, but little attention has been given to the practice of returning goods across generations. This study addresses this gap by examining intergenerational differences in return behavior. Methods: In 2023, surveys were conducted among Polish respondents using the computer-assisted web interview (CAWI) technique. The study investigated generational behavioral patterns and factors influencing return habits. The chi-square test assessed the representativeness of the sample. Results: Age significantly affects the likelihood and reasons for returning goods. Individuals under 18 are less likely to return products, possibly due to limited shopping experience and fewer impulsive purchases. Respondents over 27 frequently cited dissatisfaction with material quality, suggesting that older consumers have more specific expectations. The 25–34 age group exhibited the highest return rate, reflecting generational differences, with Gen Z showing greater tolerance for keeping products that do not fully meet expectations. Conclusions: Retail practices should account for generational differences in returns. Policies could include simplified processes for Baby Boomers, practical solutions for Generation X, flexible and hassle-free returns for Millennials, and seamless, try-before-you-buy options for Generation Z, thereby enhancing customer satisfaction and loyalty.