Abstract

Understanding Gen Z's impulsive purchasing tendencies is part of researching contemporary consumer trends. With an emphasis on in-store, technological, and emotional aspects, this study aims to examine the main elements that influence impulsive purchases. Additionally, the impact of Gen Z's increased influencer-targeted advertising and social media usage on their impulsive decision-making is also examined. A deeper understanding of their impulse buying patterns is also achieved by examining the significance of peer groups, the accessibility of internet shopping, and shifting perspectives toward sustainability and worth. Using a mixed-method approach helps to clarify how these factors interact and how they affect consumer behaviour in various retail environments. The results also highlight how crucial it is for marketers to develop strategies that address the intricate social and psychological elements that influence Gen Z’s purchasing decisions, giving them a window to control impulsive purchases while being mindful of responsible consumption. By understanding these impulses, marketers can develop more efficient strategies to draw in Gen Z's attention and purchasing power, in addition to addressing the potential long-term effects of impulsive purchases on the financial well-being of this generation. This study provides valuable insights into how consumer behaviour is evolving and how it impacts both traditional and online retail settings.