This research focuses on inappropriate behavior among online consumers, particularly on the abuse of product return and promotion policies. With the rise of online shopping, such behavior has become increasingly common, leading to significant losses for retailers and negatively impacting their relationships with consumers. The primary objectives of this research include examining the frequency of inappropriate online behavior, analyzing the influence of consumer attitudes on such behavior, investigating various behavioral outcomes, and providing guidance for businesses. Analysis of the demographic characteristics of respondents indicates that the majority are women with either college or high school education. On one hand, when it comes to attitudes toward online shopping, a positive trend is observed, with consumers valuing convenience and promotional codes. On the other hand, research results reveal a widespread abuse of product return policies and promotional activities among online consumers. Furthermore, the results indicate a correlation between consumer attitudes towards marketing policies and such inappropriate behavior, with a tendency to seek support as a coping strategy. Avoidance, as a behavioral outcome, has also proven to be a common response following inappropriate behavior. Additionally, this study contributes to a better understanding of the impact of marketing strategies on the behavior of online consumers. Insights into consumer attitudes and reactions are valuable for businesses in overcoming the challenges posed by such behavior, thereby promoting sustainable online commerce