["Journal of Consumer Behaviour, EarlyView. ", "\nABSTRACT\nLivestreaming e‐commerce, while stimulating impulse buying (IB), is accompanied by high return rates and environmental burdens. The psychological gap between purchase excitement and post‐purchase rationality frequently leads to cognitive dissonance (CD), a key driver of consumers' intention to return products. Existing research, however, mainly focuses on IB antecedents, neglecting its post‐purchase consequences and treating IB as a unitary construct, thus obscuring varied outcomes from different decision‐making motivations. To address this, our study proposes a two‐dimensional IB framework, investigating how different IB types influence return intention (RI) via distinct psychological mechanisms and identifying boundary conditions for mitigating RI. Across four experiments (N = 184, 135, 206, and 192), the results show that IB significantly increases RI, and that affective IB has a stronger effect than cognitive IB. This effect is mediated by CD. Further, pre‐service recovery (PSR) mitigates CD stemming from IB, showing a type‐matching effect: psychological PSR suits affective IB, while tangible PSR suits cognitive IB. Additionally, perceived responsibility for environmental damage (PRED) increases the moral‐psychological costs of returns, thereby weakening the positive effect of CD on RI. This research provides theoretical foundations and practical strategies to address livestreaming high return rates and environmental impact.\n"]