Sustainable Business and Society in Emerging Economies Vol. 1, No 1, June 2019 1 Volume and Issues Obtainable at Center for Sustainability Research and Consultancy Sustainable Business and Society in Emerging Economies ISSN: 2708-2504 ISSN (E) 2708-2172 Volume 1: No. 1, June 2019 Journal homepage: www.publishing.globalcsrc.org/sbsee Consumers’ Attitude towards Use and Adoption of Online Shopping in Bahawalpur, Pakistan 1 Muhammad Zeeshan Muneer 1 The Islamia University of Bahawalpur Pakistan, zeesidhu@gmail.com ARTICLE DETAILS ABSTRACT History Revised format: May 2019 Available Online: June 2019 The purpose of this study is to understand consumer attitude towards online shopping in Pakistan and the subsequent increasing ratio of online shopping. The study describes the consumer attitude towards online shopping. Promotion and Culture Refund has significant positive relationship with consumer attitude and price has negative relationship with the attitude of consumer. Data was collected through a questionnaire. Around 250 questionnaires were pitched to those who used the internet extensively for online shopping. Said data was then analysed with the help of SPSS. The data was gathered mainly from Bahawalpur, Pakistan. The generalization of the model and findings to other developed areas required additional research. The findings suggest improvement in consumer attitude towards online shopping. Attitude is the most important factor among the four other variables. Online vendors should ensure to provide Refund options and increase the ratio of promotion as prices highly effect consumer attitude. © 2019 The authors, under a Creative Commons Attribution- NonCommercial 4.0 Keywords Online Shopping, Attitude, Price, Refund, Culture, Promotion JEL Classification: E31, E39,M14, M19 Corresponding author’s email address: zeesidhu@gmail.com Recommended citation: Muneer, M. Z., (2019). Consumers’ Attitude Towards Use and Adoption of Online Shopping in Bahawalpur, Pakistan. Sustainable Business and Society in Emerging Economies, 1(1), 1-14 DOI: 10.26710/sbsee.v1i1.997 1. Introduction Internet is one of the several channels of medium for selling and buying goods and services online. Online shopping means to place the order to buy the goods or services and the consumer can receive it while staying home. Consumers can use their credit cards and gain awareness about product features from different websites. Now-a-days it is becoming more and more convenient for the masses. Online shopping can be done through diverse sources like OLX, amazon, and daraz.pk by visiting the websites of different brands. Online shopping is a time saving process because people are too busy with their schedules which doesn’t leave them with enough time to go visit the stores and peruse through shelves. Many people are satisfied and feel comfortable with online shopping because they are psychologically satisfied by using the online products, by their quality as well as by their pricing. Every type of product or accessory can be purchased online these days like, electronics, transportation booking, stationery, food items, clothing etc. Even selling of products is done on online websites. E-trail