It is important for fashion companies to be active in e-commerce landscape as it is growing rapidly especially in the apparel sector. As shopping is considered being an experience, it is important for companies to make the shopping experience pleasant for consumers and create positive emotions that lead to positive response behaviors. In online environments, this can be created through using low and high task-relevant atmospheric cues on the website. The purpose of this study is to describe how low task-relevant atmospheric cues affect consumers' emotions and responses in the online retail environment. Furthermore the aim is to analyze which of the examined low task-relevant cues have the strongest impact on consumers’ emotions and responses. To fulfill the purpose, a qualitative research approach has been chosen. The qualitative data was collected through ten semi-structured interviews with fashion interested new or experienced female online consumers in the age between 20-30 years old. This research shows that emotions and response behaviors are strongly connected and influenced by low task-relevant atmospheric cues. A connection within the response categories was also found. Furthermore, when designing a website, certain elements such as layout, color, images together with sales and promotional signage can be designed to achieve desired emotions as these are have the strongest impact on consumers' emotions and responses. / Program: Master programme in Fashion Management