Field Of Consumer Behavior Research Articles

The Influence of Perceived Country Origin of Green Products Towards Generation Z: Local vs. Global

Purpose: This study aims to understand better the perception of the country of origin of green products towards the Generation Z population between local and global brands. This study also serves as a reference for future studies or research on how the influence of perception can determine the weight of how the Generation Z population views and potentially buy an environmentally friendly product between local and global brands. Method: This study uses primary data collected through questionnaires and distributed to the population of Generation Z from the island of Batam, with 376 valid respondents. Indicators from Partial Least Square-Structural Equation Modelling (PLS-SEM) were used to analyze how Local Brands and Global Brands can influence the perception of Green Products from the view of the Country of Origin from the Generation Z population. Result: The results of this study have practical implications, suggesting that the variables used in this study have a positive influence and are significant. For instance, Perceived Brand Globalness (PBG) and Perceived Brand Localness (PBL) have a positive and significant nature toward Brand Stereotype Warmth and Competence. Brand Stereotype Warmth and Competence also positively and significantly affect Perceived Value. Perceived Value also has a positive and significant nature towards Purchase Intentions. These findings are not only insightful but also relevant and applicable to the field of consumer behavior and green products.

A-207 Enhancing Healthcare Delivery Network Laboratories: The Role of Third-Party Consultants in Benchmarking and Reviewing RFP Results

Abstract Background Healthcare delivery networks, particularly laboratory services, play a critical role in patient care and diagnosis. However, ensuring the quality and efficiency of these services can be challenging due to the complex and dynamic nature of healthcare systems. Third-party consultants offer valuable expertise in benchmarking and reviewing Request for Proposal (RFP) results, which can improve the quality and cost-effectiveness of laboratory services within healthcare networks. Methods To evaluate the role of third-party consultants in enhancing healthcare delivery network laboratories, the author conducted surveys to 50 laboratory leaders with a 50% response rate and analyzed the following aspects: Benchmarking: Comparing laboratory performance metrics with industry best practices and peer institutions to identify areas for improvement. RFP Review: Utilizing subject matter experts to assess the technical and financial proposals submitted by vendors to ensure compliance with RFP requirements and to identify the most suitable vendor for the network. Emotional Procurement: Minimizing the influence of emotional factors, such as personal relationships or brand loyalty, during the RFP process. Results Improved Quality: 65% said they can save >50 hours of labor utilizing a 3rd party for RFP, thus able to focus on patient results and quality. Cost Savings: 76% of respondents said consultants can help networks reduce expenses and improve their financial performance by 10-20% above and beyond incumbent negotiations. Emotional Procurement Mitigation: While the specific statistics supporting the influence of consultants on mitigating emotional factors in procurement decisions are not readily available, the broader impact of emotions on decision-making is well-documented. Therefore, while direct statistics may be limited, the influence of emotions on procurement decisions is a recognized factor in the field of decision science and consumer behavior. Turn around time: 70% of respondents said utilizing a 3rd party can reduce the turnaround time of a sourcing event from >3 months to < 1months. Conclusions Third-party consultants can provide valuable insights and expertise in benchmarking and reviewing RFP results, leading to several benefits. They can play a crucial role in enhancing healthcare delivery network laboratories by providing valuable expertise in benchmarking, reviewing RFP results, communication and reducing turnaround time. By improving quality, reducing costs, mitigating emotional procurement based on brand loyalty, and enhancing collaboration, consultants can help networks deliver high-quality services to patients and improve their overall performance. Consultants can facilitate more focused communication and partnership development between laboratories, vendors, and other stakeholders, ensuring a seamless transition and optimal performance without scope creep. As healthcare networks continue to evolve and face new challenges, the role of third-party consultants will become increasingly important in ensuring the quality and efficiency of laboratory services, potentially resulting in $100’s of millions in cost takeout across the country.

Unlocking Customer Loyalty in Indonesian Local Coffee Shops: An In-depth Analysis of The Influential Factors

Research aims: The purpose of this study is to investigate and assess the impact of various factors on customer loyalty within Indonesian local coffee shops. Specifically, the research aims to explore how value co-creation, product quality, store ambiance, and service quality influence consumer satisfaction. Additionally, the study will examine the relationships among switching costs, customer loyalty, and trust, as well as the mechanisms by which switching costs and trust affect loyalty through the mediating role of satisfaction. Through this comprehensive analysis, the study seeks to provide insights into the dynamics of customer loyalty in the coffee shop industry.Design/Methodology/Approach: In this study, the main quantitative research method was cross-sectional surveys. The hypotheses were assessed using SEM-PLS and Smart PLS.Research findings: The research findings provide valuable insights related to the factors that influence consumer loyalty in the local coffee shop industry in Indonesia, emphasizing the importance of customer satisfaction, switching costs, trust, and the role of mediating factors in fostering long-term loyalty among customersTheoretical Contribution/Originality: The theoretical contribution and originality of the study lie in its exploration of value co-creation, mediating factors, empirical analysis techniques, localized context, and practical implications within the context of consumer loyalty in local coffee shops in Indonesia. These aspects contribute to advancing knowledge in the field of consumer behavior and loyalty within the coffee shop industry.Practitioners/Policy Implications: By implementing these practical implications, practitioners and policymakers in the coffee shop industry can enhance customer satisfaction, build loyalty, and create a competitive advantage in the market. These recommendations aim to improve customer experiences, strengthen relationships, and drive business growth in the local coffee shop sector in Indonesia.Research Limitations/Implications: The research model may have limitations in capturing the full complexity of customer loyalty dynamics. Including additional variables or exploring different theoretical frameworks could provide a more comprehensive understanding of the factors influencing loyalty.

Global fashion research evolution (2010–2023): A systematic review of the Journal of Global Fashion Marketing focused on luxury fashion

ABSTRACT This study systematically reviews all academic articles published in the Journal of Global Fashion Marketing (JGFM) between 2010 and 2023. This review aims to identify and analyze trends in fashion marketing research over the last 13 years, including the main themes and topics covered, research methodologies used, and authors and their contributions to the development of the discipline. Furthermore, it focuses on “luxury”, comparing articles published in JGFM with other major academic journals, providing a comprehensive and global overview of how luxury trends and interests have evolved in recent years. The study is relevant to academics, practitioners, policymakers, and researchers in the broader field of marketing and consumer behavior in the luxury fashion industry.

The need for individualization: An open innovation perspective on the case for customized products

In modern marketing, the emergence of mass customization has reoriented the focus from traditional marketing practices toward a customer-centric approach. The individualization feel among consumers and the innovative approach taken by businesses are currently evident in the market but has yet been holistically analyzed. This study applied a modified Theory of Planned Behavior by incorporating the need for individualization, hedonic and utilitarian motivations, with a 4Ps marketing mix – with the main objective to identify factors contributing to the intention to make purchase of customized products. The survey involved 311 participants who completed an online questionnaire utilizing purposive sampling approach, focusing on those who had previously bought customized products. Structural Equation Modeling was employed as a statistical method to analyze the data with SPSS AMOS v25. Findings revealed that the need for individualization proved to have the highest effect on the intention to purchase customized products, explaining that consumers who are strongly inclined toward individualization not only perceive greater value in customized products but also express a higher intention to purchase them. This was followed by its direct significant effect on attitude, with an even higher effect on perceived behavioral control, along with the marketing mix latent variable and customer perceived value on purchasing intention. This study offers valuable insights for retail brand management and provides potential strategies for business improvement. Moreover, a valuable contribution to the limited literature on the promotion of customized product purchases was identified. Lastly, the developed framework and implications may be applied and extended by future research in the consumer behavior field.

Consumer adoption of digital health services: A systematic literature review and research agenda

AbstractDigital health services (DHSs) have revolutionized the healthcare sector to provide quality care facilities that are affordable, efficient, and universally accessible. By making patients the focus of the healthcare delivery process, these services can offer more personalized and effective health solutions and thus facilitate a more robust and resilient health ecosystem. The adoption of these services increased manifold during the COVID‐19 pandemic and gained immense attention from researchers across the globe. Despite this, there is limited knowledge about the facets of DHS adoption from the consumers' perspective. Thus, it is imperative to synthesize the extant literature to provide a holistic view of DHS adoption. This article offers an organized, retrospective view of the DHS literature, using a framework‐based systematic review approach to identify factors contributing to DHS adoption from the consumers' perspective. To do this, 63 articles from the Web of Science database over the last 23 years were systematically reviewed using two well‐known organising frameworks. The Antecedents‐Decisions‐Outcomes framework uncovers the known associations of constructs in the DHS literature. Followed by the theories‐contexts‐methods framework that offers information on the theoretical, contextual, and methodological approaches applied in the DHS research. Additionally, the article identifies the major gaps in the existing body of literature and offers a few recommendations for future investigation for researchers and practitioners in the fields of consumer behaviour, technology, and health management. The global perspective of this review has multiple ramifications that can foster a more sustainable healthcare system by giving insight into consumers' perspectives.

THE IMPACT OF PERSONALITY TRAITS ON COMPULSIVE BUYING BEHAVIOR OF CONSUMERS

The contribution addresses a highly researched topic that will always remain relevant. The trend towards online shopping is growing, and personality characteristics are important factors in shopping and consumer behavior. The aim of the contribution is to examine personality traits and their influence on compulsive online shopping. The analysis is conducted using SmartPLS from a sample of 203 Slovak consumers. These findings have important implications for the field of marketing and consumer behavior, where they can be utilized to formulate targeted strategies and interventions aimed at managing and reducing compulsive shopping. The results may also contribute to guiding further research efforts.

Парадоксы персонализации в потребительском поведении российской региональной студенческой молодежи

In consumer society, individuals have the opportunity to stand out from the crowd, for instance, through clothing and the construction of their outward appearance. However, in practice, individuals often strive not to do so, opting for clothing that allows them to blend in and become part of a significant social group. Scientists studying consumer behavior have concluded that individuals navigate between their own preferences and the demands of the group. The authors of the article sought to test this hypothesis within the community of students in Volgograd, employing a qualitative sociological method – the focus group. Eleven students from three universities in Volgograd participated in the study. The results revealed that informants preferred to conform to the norms and rules of the community, highlighting the paradoxical of individualization in the field of consumer behavior of clothing style. Some participants in the study expressed a desire to appear differently, but unfortunately, their desires remain unfulfilled, and if they are realized, it is only on rare occasions such as café visits, parties, and photography sessions. By elucidating these dynamics, this research contributes to a deeper understanding of the complexities of identity construction and consumer culture in modern society.

Sustainability in the Fashion Industry in Relation to Consumption in a Digital Age

This study addresses the challenges faced by the fashion industry and its consumers in relation to sustainability and the circular economy in a digital age, relating them to the impacts that this industry triggers, both environmentally and socially. The aim is to understand the relations between environmental concern, fashion consumer awareness and adaptation to the digital evolution, and how these can result in an intention to buy sustainable fashion. The methodology adopted was based on other studies in the area, allowing us to answer the investigation question and, finally, to present some reflections that could mitigate the problems found. This research concisely highlights the limitations of the current linear economy, demonstrating the difficulties in the transition to a more sustainable world. This article is relevant for researchers in the field of fashion brand communication and consumer behaviour, as the results show some theoretical and experimental content for a better development of strategies and practices in the field of sustainable fashion, taking into account the digital evolution.

Socioeconomic constraints on low‐income individuals' perceptions toward food safety

AbstractFood safety has emerged as a critical concern in Vietnam, posing a significant threat to public health due to the prevalence of unsafe foods in the market. Among those most vulnerable to contaminated foods, low‐income individuals are significantly affected. This study aimed to investigate the perceptions of food safety among this demographic, utilizing qualitative and quantitative approaches, including focus groups, survey questionnaires, and behavioral experiments using steamed bun as a stimulus. Participants were generally from low‐income classes with certain variations in household monthly income. Results from focus groups and the survey highlighted that the factors influencing food purchases included perception of safety, sensory properties, and acceptable pricing. The behavioral experiment revealed that participants with lower incomes were more inclined to select foods containing unsafe chemicals. In conclusion, the study underscored the heightened vulnerability of low‐income individuals to unsafe foods, with their perception of food safety bounded by socioeconomic status.Practical ApplicationsThe study highlights the high risk of contaminated food consumption among low‐income individuals in Vietnam, intensified by economic struggles and heightened vulnerability to food insecurity. With this demographic relying on regulations for their health, urgent actions are needed. Governmental policymakers should focus on implementing food safety educational campaigns, promoting affordable and safe alternatives, and providing food aid to economically disadvantaged communities. Mandatory food safety training programs for street food vendors, food handlers, and small businesses, coupled with regular safety practice monitoring, can play a crucial role in mitigating serious consequences. In addition, the research methodologies employed in this study, especially the behavioral experiment approach, can serve as valuable tools for researchers in the field of consumer behavior, enabling them to attain valid and reliable results.

Determinant Factors in Fish Consumption: An Application of The Theory of Planned Behavior

Objective: The objective of this research is to investigate the factors that influence fish consumption in the diet. Theoretical Framework: The theoretical framework addresses fish consumption, as well as the application of the Theory of Planned Behavior (TPB) in the context of fish consumption, providing a solid foundation for understanding the research context. Method: The methodology adopted for this research comprises an exploratory study with a quantitative approach. The analysis was conducted using Structural Equation Modeling (SEM). Data collection was carried out through an online questionnaire administered from 01/12/2022 to 20/01/2023. The sample consists of 250 valid questionnaires. Results and Discussion: The obtained results revealed that attitude, competences, and perceived behavioral control influence the intention and consumption behavior. This study outlines practical contributions by analyzing consumer behavior regarding fish consumption, linking it to environmental, social, and sustainability issues. Research Implications: The implications provide insights into the field of sustainable consumer behavior. These implications encompass relevant estimates for traders and governmental entities to delineate strategies aimed at fish consumption. Originality/Value: The novelty lies in using the competency dimension as an antecedent of consumption behavior. The relevance and value of this research are evidenced through robust statistical analysis (SEM) to examine the antecedents of fish consumption behavior.

Food Texture Perception and Its Influence on Consumer Preferences

Abstract Purpose: The general purpose of this study was to evaluate food texture perception and its influence on consumer preferences. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to food texture perception and its influence on consumer preferences. Preliminary empirical review revealed that that food texture plays a pivotal role in shaping consumer preferences and purchase decisions across various product categories. Through a review of empirical studies, it was found that texture preferences are influenced by sensory experiences, cultural norms, and individual differences. Cross-cultural variability in texture preferences was noted among Western, Asian, and Middle Eastern populations, highlighting the importance of considering cultural factors in product development. Furthermore, texture was found to elicit emotional responses during eating, with certain textures evoking positive emotions while others elicited negative ones. The practical implications of texture research were underscored, emphasizing its relevance for food manufacturers, marketers, and policymakers in developing products that align with consumer expectations and promoting healthier food choices. Unique Contribution to Theory, Practice and Policy: The Sensory-Specific Satiety theory, Elaboration Likelihood Model (ELM) and Schema theory may be used in anchoring future studies on food texture perception and its influence on consumer preferences. The study provided recommendations that contributed to theory, practice, and policy in the field of food science and consumer behavior. The study suggested further exploration of texture perception mechanisms, tailored product development strategies based on sensory evaluations, and sensory marketing approaches emphasizing texture cues. Additionally, it recommended integrating sensory considerations into food regulations, promoting consumer education on texture-related labeling, and investing in sensory research and innovation. These recommendations aimed to enhance understanding of texture perception, improve product development and marketing strategies, and inform policy initiatives to meet consumer preferences effectively.

A Study on Brand Preference Towards OnePlus Mobile Phones

This research delves into the factors influencing consumer brand preference towards OnePlus mobile phones. In an increasingly competitive smartphone market, understanding the drivers behind consumer choices is crucial for both manufacturers and marketers. This study employs a mixed-methods research approach, combining surveys and in-depth interviews, to explore the various dimensions that contribute to brand preference, such as product features, brand reputation, marketing strategies, and overall consumer experiences. The research aims to identify the key attributes that attract consumers to OnePlus, assess customer satisfaction levels, and uncover potential areas for improvement. Additionally, it seeks to understand the role of technological innovation, pricing strategies, and brand loyalty in shaping the preferences of smartphone users. The findings of this study contribute valuable insights to the field of consumer behavior and can guide strategic decisions for both OnePlus and other players in the competitive smartphone market.

Online purchases among consumers during the COVID-19 pandemic in Malaysia

This research investigates the factors influencing consumers’ online buying behavior (OBB) through the examination of six hypotheses: attitude, perceived benefits and intention, subjective norms, cyberchondria, self-efficacy, and self-isolation intention. This study included 216 respondents in total. It was determined whether online purchasing behavior was valid using structural equation modelling. According to the study, every relationship is statistically significant and positive in orientation, highlighting the significance of these elements in determining consumers’ OBB. The impact of attitude, perceived benefits and intentions, subjective norms, and self-efficacy is consistent with earlier research on consumer behavior, highlighting the psychological factors influencing online purchasing decisions. The significant effects of cyberchondria also highlight the importance of health-related considerations in online purchasing decisions. The impact of self-isolation intention highlights how crucial outside factors, like the COVID-19 pandemic, are in influencing consumers’ online shopping behavior. The findings are significant as they provide detailed insights into the behavior of online shoppers in Malaysia, highlighting COVID-19’s impact and function of diverse demographics, potentially contributing to existing knowledge in the field of consumer behavior.

The Impact of Advert on Consumer’s Preferences of Product: A Case Study of Coca Cola Company Uganda

This study investigates the impact of Coca-Cola advertising on consumer preferences in Uganda, with the following objectives: (1) to assess the effectiveness of advertising strategies employed by the Coca-Cola Company, (2) to examine the relationship between advertising exposure and consumer preferences for Coca-Cola products, and (3) to identify factors influencing consumer preferences in the context of Coca-Cola advertising. The research design involves a mixed-methods approach, combining survey data collected from 133 respondents through a structured questionnaire with qualitative analysis of advertising content. The findings indicate that Coca-Cola's advertising strategies significantly influence consumer preferences, with a high level of awareness and positive perceptions of the brand observed among respondents. Additionally, a strong relationship exists between advertising exposure and consumer preferences, with higher levels of exposure correlating with more positive perceptions and intent to purchase Coca-Cola products. Factors such as the effectiveness of advertising messages, trustworthiness of information, and peer recommendations emerged as key drivers of consumer preferences. The significance of this study lies in its contribution to a deeper understanding of Coca-Cola advertising dynamics and its influence on consumer behavior in Uganda. The findings offer valuable insights for marketing practitioners seeking to optimize advertising strategies, enhance consumer engagement, and drive long-term brand loyalty. Overall, this research provides valuable implications for both academic researchers and industry professionals in the field of marketing and consumer behavior. Keywords: Advert, Coca-Cola, Consumer preferences, Consumer behavior.

Assessment of the Environmental Public Goods of the Organic Farming System: A Lithuanian Case Study

Organic farming is a farming system that combines environmental farming practices, a high degree of biodiversity, and the protection of natural resources. All these environmental services are used in society as public goods, contributing to societal welfare. Understanding the opinions of residents on these environmental public goods is essential because they are both consumers and financial contributors to the common agricultural policy. Therefore, it is imperative to further existing scientific knowledge in the field of consumer behaviour. Using Lithuania as a case study, the present study focuses on analysing societal opinion and willingness to pay (WTP) with respect to the environmental public goods (reflected in three components: the reduction in water, soil, and air pollution) of organic farming. This study uses the contingent valuation (CV) method to obtain the WTP for public goods. The median WTP was calculated for multiple environmental public goods from organic agriculture, excluding the protest zero. This study revealed that the residents of Lithuania understood the contribution of organic farming in creating environmental public goods and were concerned about environmental issues. It was crucial for them to have a clean environment with, for example, better drinking water quality, lower air pollution and soil erosion. The application of the CV method showed a median WTP of EUR 24.58 annually per family for environmental public goods. The preference towards environmental public goods differs depending on the socioeconomic characteristics and knowledge about organic farming. These findings provide quantitative information regarding the demand for the environmental effects of organic farming, which could be useful for policy-makers. Such research could also prove useful in setting the future direction of the common agricultural policy. The example of Lithuania was used to present a universal research problem that concerns European countries, especially those in the European Union.

The influence of recommendation algorithm's information flow on targeted advertising audience's coping behavior

Targeted advertising equipped with a recommendation algorithm can achieve accurate matching between users and recommended content, but overly precise recommendations may exacerbate negative audience reactions or behaviors. Improving the transparency of algorithm recommendation is one of the ways to address audience concerns or skepticism, and transparency guarantees the audience's right to know and thus brings more trust, which will reduce the audience's negative behavior. But increased transparency may also make the audience feel pressured or threatened, and requiring more cognitive and behavioral effort, which was called coping behavior. In order to clarify the relationship between the transparency of the algorithm recommendation and the audience's coping behavior, based on the persuasion theory, this study discusses the mechanism of the influence of the characteristics of the algorithm recommendation information flow on the audience's coping behavior of targeted advertising from the perspective of the flow mode and transmission principle of information. Based on the data of 120 online pretests and 297 formal tests, the results show that the perceived trust and perceived threat caused by the information flow characteristics of the algorithm recommendation jointly determine the possible coping behaviors of targeted advertising audiences. Additionally, users' self-efficacy regulates the relationship between mental process and coping behavior. Different from previous studies on audience coping behaviors of targeted ads, which mainly start from the perspective of participants and advertising content, this research tries to start from the perspective of information flow. The research results demystify the relationship between recommendation algorithm information flow and the audience's coping behavior, and enrich the algorithmic persuasion framework. The research results have reference value for the improvement of personalized recommendation effect, and provide a new way to further study the transparency of algorithm recommendation in the field of consumer behavior. Meanwhile, it also provides suggestions for the practices of platforms and advertisers in practice.

Overview of organic, vegan, and plant-based diets, family farming and healthy food consumption in Brazil: concrete attributes, instrumental values, and perceived psychological consequences of consumption

This paper draws an overview of healthy food consumption, such as organic, vegetarian, and plant-based diets, from family farming and those related to food restrictions. Also, it proposes to explain how the concrete attributes, instrumental values, and perceived psychological consequences of consumption are associated as motivations for consuming these products. The Means-End Theory was used as the base theory for this research, which addresses those tangible attributes (means) that are connected to intangible consequences and personal values (ends). In the Marketing and Consumer Behavior field, the theory was introduced and postulated that there is a hierarchically organized relationship that connects product values, psychological consequences, and personal values, providing an understanding of the personal importance to the consumer at the time of purchase decision making. Survey research was conducted with Brazilians who are of legal age. A total of 1,085 valid questionnaires were obtained (44% were non-consumers of any of the products under analysis (n=478), and 56% were consumers (n=607) – who had their behavior analyzed in the study. The results support the hypotheses, being that: (1) the ease of purchase increases the frequency of consumption of healthy products; (2) The perception of concrete attributes increases the psychological consequences of healthy consumption; (3) the perception of instrumental values increases the perceived psychological consequences of healthy consumption; (4), and finally, it is possible to infer that the sample has a healthy food consumption behavior, but it is not a frequent behavior.

Impulsive Buying Behavior in Retailing and Consumer Behavior: A Review

Purpose: This study aims to provide a comprehensive understanding of impulsive buying behavior by synthesizing diverse research and literature in the field of Retailing and Consumer Behavior. Methods: The study employs a content analysis approach,reviewing a wide range of journal databases and books to gather a diverse collection of research works on impulsive buying behavior. The literature is categorized into various aspects influencing impulsive buying, contributing to the development of a research framework. Findings: The content analysis revealed several key aspects influencing impulsive buying behavior, including psychological triggers, situational factors, and individual characteristics. These findings contribute to a better understanding of the impulsive buying construct and its behavioral elements. Value: This study provides valuable insights for marketing practitioners and scholars, aiding in the development of strategies to address customer impulsiveness effectively. The structured categorization of literature also lays a foundation for future research activities in the domain of impulse buying. Keywords: Impulsive buying, Consumer behavior, Retailing, Impulsiveness.

Relationship Between Perceived Impulsive Buying Behavior and Allowances of Students

The rapid growth of technology has significantly influenced the purchasing behavior of Filipino consumers. Increased access to a wide range of products and services via online channels has diversified consumer buying patterns. This study explores the effects of online impulsive buying behavior on the allowances of Grade 12 ABM students in Manila within the context of prevalent online shopping. The researchers hypothesized that online impulsive buying behavior, influenced by price and distribution strategies, promotion, and product features, significantly impacts students' allowances. Using a quantitative approach and a self-designed survey questionnaire, the researchers collected and analyzed data using descriptive and inferential statistics, including Pearson’s Correlation coefficient. The results indicate that impulsive buying behavior does affect the allowances of Grade 12 ABM students in Manila. However, these specific factors play a minimal role, suggesting the presence of other influential factors. These findings could inform strategies to manage impulsive buying behavior among students, contributing to the field of consumer behavior and psychology. Future research should analyze students' spending patterns to provide insights into effective budgeting strategies.