Online retailing is gaining popularity due to its affordability, accessibility and variability. However, there are various challenges being faced by the retailers. Producers and retailers are constantly making efforts to offer higher quality products and improved customer services to consumers. Nevertheless, retailers are concerned about the rise in product returns among consumers, despite the improvement in product quality. Furthermore, the proficient handling of consumer refunds is an integral aspect for both managers and academic scholars. Therefore, this study aims to discover various factors that influence consumers' propensity to return a product. In addition, this study will investigate the various personal (impulse buying, wardrobing, regret) and situational factors (product failure, deceptive advertisement, compromised delivery) that contribute to consumers' behaviour of returning products. Furthermore, this study will explore the effect of different product categories on the product return behaviour of the consumers. Simultaneously, this study will identify and segment customers based on their psychographic, ethical, and cultural perspectives. Finally, this study seeks to provide insight into the product returns management by the retailers. This research will examine theories such as Expectation Confirmation Theory, Theory of Cognitive Dissonance, Perceived Risk Theory, and Theory of Planned Behaviour in order to understand the product return behaviour. This study employs qualitative theoretical approaches, including grounded theory methodology, phenomenology, and netnography. The study aims to enhance existing theory by understanding consumer product return behaviour and creating a distinctive framework for managing product returns. This study will also aid managers in gaining a deeper comprehension of consumer behaviour and their propensity to return products, with the goal of reducing product returns and enhancing consumer satisfaction and loyalty.