Consumer Behavior Research Research Articles

The Impact of Life-Sharing Social Media on Users' Consumption Behavior in the New Media Environment

In today's digital age, life-sharing social media has become an important part of an individual's daily life. These platforms, such as Instagram and Twitter, are not only places where people share their lives but also important influencers and disseminators of consumer culture. With the popularity of social media and the development of technology, consumers' purchasing behaviour and consumption awareness have also been affected in an unprecedented way. However, although it is known that these platforms play an important role in consumer behavior, the specific mechanisms of their influence and the actual impact on consumer behavior are still worthy of in-depth study. The purpose of this study is to explore the impact mechanism of life-sharing social platforms on consumer behaviour and their significance in digital marketing. Through the research method of comprehensive literature analysis, this paper analyzes the role of life-sharing social media platforms in consumer decision-making, brand cognition, and purchasing behaviour. The research finds that the development of social media platforms expands consumers' social networks and information access channels, which in turn affects their purchasing decisions and brand preferences. This finding has important academic and practical implications for optimizing social media marketing strategies and driving progress in the field of consumer behavior research.

Mapping the Terrain of Open Innovation in Consumer Research: Insights and Directions from Bibliometrics

Mapping the Landscape of Open Innovation in Consumer Research: Insights and Directions from Bibliometrics examines how publications in the fields of consumer behavior research (Cons) and open innovation (OI) have developed over time. Terms that frequently appear together are explored to elucidate potential future research directions and thematic areas that influence academic writing. Bibliometric maps are created using VOSviewer v1.6.19, and 184 publications are analyzed using high-quality metadata and citation information from the Scopus database. The findings highlight patterns in publications, networks of citations, dynamics in collaboration, and future directions for Open Innovation and Consumer research. Co-word analysis is applied to extract data, and publication density analysis is used to identify popular terms. Eighty-two authors are represented in the dataset, and author collaborations are highlighted through co-citation analysis. The study concludes by outlining potential directions for future research based on component-based, keyword, and publication analyses.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

How Do Consumers React to Ads That Meddle in Out-Party Primaries?

Abstract In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of “meddle ads”? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across 7 main studies and 10 supplemental studies (N = 7,740) using multiple empirical approaches—including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools—we find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). These findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with implications for consumer behavior research.

The Effect of Religiosity on Customer Trust on Brand Loyalty to McDonalds in Generation Z After the Israeli-Palestinian Conflict

The purpose of this study is to examine the effect of religiosity and customer trust on brand loyalty among Generation Z (Muslim consumers in Indonesia), during a particular timeframe (post-Israeli-Palestinian conflict), thereby adding nuanced insights to consumer behavior research in a globalized context. The study is located in Cirebon, Indonesia, with research subjects namely consumers who buy products from McDonald's and people who follow the issue of boycotting Israeli products from the Palestinian conflict among FEB Management students of Universitas Swadaya Gunung Jati. The results of the fit model test show that religious values and consumer trust significantly impact McDonald''s brand loyalty in the Z generation. Consumer trust has a positive and significant effect on Brand loyalty (Z), with the remaining (1 - 0.505) = 0.495 (49.5%), which is influenced by other variables not determined by the model. This research contributes by bridging the gap between religious values, consumer trust, and brand loyalty, in the post-israeli conflict Z generation (Generation Z, Muslims in Indonesia). The study suggests strengthening the involvement of consumers through social media and promotional events, while also considering the importance of religious beliefs in decision-making.

The Circular Economy and Elements of Consumer Behaviour using the SPSS Method

Consumer behaviour encompasses a myriad of factors that influence individuals, groups or companies their requirements and fulfilment of preferences materials, services or acquisition of experiences, using and relating to disposal how decisions are made. This multifaceted phenomenon is shaped by various elements, including psychological factors like perception, motivation, and attitudes. Additionally, socio-economic factors, Income, Education and Social status etc. purchasing power and in determining options play a significant role. Cultural influences, including values, norms, and traditions, further impact consumer choices. Moreover, technological advancements and the rise of digital platforms have transformed how consumers gather information and interact with products. Understanding these elements is crucial for businesses aiming to tailor their marketing strategies effectively and create products or services that resonate with their target audience. Research on consumer behaviours is of paramount significance in both academia and practical business applications. This understanding is instrumental for businesses in crafting effective marketing strategies, developing products that resonate with their target audience, and maintaining competitive advantages. The market involves categorizing and dividing consumers based on various criteria. This process helps businesses comprehend consumer behaviours, enabling them to efficiently target specific groups distinct groups with similar preferences and behaviours, companies can tailor their products, services, and marketing strategies to target specific segments, thereby increasing the likelihood of success. Product Development and Innovation Consumer behaviour research assists in determining optimal Pricing strategies. Consumers how they perceive value and price and between quality how to trade that they undertake understanding, consumers as per expectations Set prices allowing businesses. Consumer behaviour research market segment niche plays a role, businesses Specific consumer groups Identify and target Allows you to keep tailored offerings. Moreover, it provides insights into consumer preferences, enabling businesses to adapt to changing market trends and consumer demands. This research is invaluable for mitigating risks associated with consumer reactions to changes in products, pricing, or marketing tactics. Ultimately, a deep understanding of consumer behaviour is an essential tool for businesses seeking to thrive and innovate in today's dynamic and competitive business landscape. Emotions and Mood, Time and Convenience, Technology and Digital Influence, Social Media and Online Communities, Cultural Shifts and Trends, Privacy Concerns and Data Security and Crisis and External Events. the Cronbach's Alpha Reliability result. The overall Cronbach's Alpha value for the model is .744 which indicates 74% reliability. From the literature review, the above 50% Cronbach's Alpha value model can be considered for analysis.

Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better

The urgent need to address unsustainable consumption practices has become increasingly evident. While much traditional consumer behavior research serves to stimulate consumption, the focus needs to shift towards encouraging more sustainable consumption patterns. This commentary synthesizes insights from a roundtable discussion at the 2023 Society for Consumer Psychology Conference, which comprised an exploration of novel, creative, actionable, and theoretically sound avenues for getting people to consume less, consume better. The commentary tackles three essential questions: (1) What do we mean by consuming less, consuming better? (2) Who is/are responsible for such behaviors? (3) How do we get people to consume less, consume better? In doing so, it lays out several future research directions.

Does dispositional awe promote customer citizenship behaviours? The multiple mediating effects of construal level and social connectedness

In the digital economy, the relationship between customers and companies is a win-win cooperation, and value co-creation has become the mainstream business development concept. Against this background, customer citizenship behaviours have received increasing and widespread attention in marketing and consumer behaviour research. However, previous studies have not sufficiently considered the importance of trait emotions in predicting customer citizenship behaviours. By focusing on a specific emotional disposition with positive functions, dispositional awe, this study develops an integrative model based on the prototype model of awe and the elaborated model of awe’s prosocial effects. This model examines the impact of dispositional awe on customer citizenship behaviours and analyses the roles of construal level and social connectedness in it. Drawing on a sample of 701 questionnaires from Chinese adults and using structural equation modelling, this study finds that dispositional awe contributes positively to three types of customer citizenship behaviours: making recommendations, helping other customers, and providing feedback. In addition, dispositional awe can influence customer citizenship behaviours through the independent mediating effect of social connectedness as well as the serial mediating effect of construal level and social connectedness. These findings suggest that frequent experiences of awe help develop an individual’s internal abstract mindset and subjective sense of connection to external society, thereby motivating customer citizenship behaviours. This study provides valuable insights into whether and how dispositional awe can influence customer citizenship behaviours and offers operational strategies for marketing practice.

Assessing the Impact of Recommendation Novelty on Older Consumers: Older Does Not Always Mean the Avoidance of Innovative Products.

Personalized recommendations that use digital technologies to predict user interests and preferences and give guiding conclusions have become a widely used digital marketing tool on e-commerce platforms. Given that existing consumer behavior research has not reached a consensus on the relationship between age and the adoption of innovative products, whether recommendation novelty can stimulate older consumers' acceptance of innovative products remains uncertain. Grounded in the aging and social influence literature, this experimental study investigated the moderating role of individual cognitive age on the impact of recommendation novelty on consumer perceptions regarding stereotype threat and receptiveness to innovativeness. An experiment involving 239 online shoppers was conducted to investigate the experiences of cognitively younger and older adults while using low or high levels of recommendation novelty designed for this study. Results reveal the tension for older adults when using highly recommended novelty, as they perceive these to be more of a stereotype threat, but they also have a higher level of receptiveness to innovativeness. This finding is contrary to the common belief that "the older the consumer, the less receptive to innovativeness", providing novel insight into the information systems literature. Theoretically, this research shows how increasing the level of recommended novelty affects stereotype threat and receptiveness to innovativeness (of consumers of different cognitive ages). For practitioners, the results provide important guidelines on the kind of personalized recommendations that are appropriate for consumers with different cognitive ages.

Does consumer knowledge about sustainable-fashion impact intention-to-buy?

PurposeThis study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior.Design/methodology/approachSustainability discipline scholars (i.e., experts) provide the following two examples of accurate sustainability knowledge: (1) Sustainable-fashion manufacturers ensure safe working conditions for their employees; (2) fibers such as wool can be commercially recycled. In the current study, 85% of participants in separate samples of Chinese (n = 244) and Korean (n = 214) adults provide incorrect answers to the two statements, contradicting experts' beliefs. The study here develops and tests a general, asymmetric predictive, case-based theory of simple and complex antecedent conditions and outcomes for consumers with correct or incorrect knowledge of fashion sustainability behavior for fashion products.FindingsAccording to the study consumers who have a high level of knowledge about sustainable fashion consistently have high purchase intentions for these products. On the contrary, consumers with insuffient knowledge of sustainable-fashion have low purchase intentions.Research limitations/implicationsThe analysis emphasizes the importance of government policy in encouraging important-term consumer behavior. Government policy has a direct and indirect impact on sustainable consumer behavior.Practical implicationsThis study's practical contribution is that it amphasizes the important role of government policy in encouraging sustainable consumer behavior (Perez-Castillo and Vera-Martinez, 2021). Government policy both directly and indirectly influences sustainable consumer behavior. Understanding consumers' consumption behavior as influenced by knowledge of sustainable development allows policymakers to develop more targeted policy measures, thereby promoting the achievement of sustainable development goals. For example, incorporating sustainable issues into the school curriculum can encourage students to practice sustainable behavior when purchasing, using, or disposing of products. People may require encouragement to understand why sustainable development is necessary, how to facilitate it, what the expected effects are and how it will affect their lives.Social implicationsKnowledge of sustainable development, as well as consumer behavior research, can help improve consumer environmental awareness and understanding of sustainable development, guiding them towards greener and more environmentally friendly consumption habits. Understanding consumers' reactions to knowledge of sustainable development and subsequent changes in their consumption behavior guides businesses to engage in green product design, green production and green marketing, thus improving their competitiveness and market share (Rynarzewska et al., 2023). Some countries around the world are working hard to meet their sustainable development goals. By comparing consumer consumption behavior in different countries under the influence of knowledge on sustainable development consumer can share experiences and practices, strengthen international cooperation and communication and promote the global sustainable development process collaboratively.Originality/valueThe current study contributes by looking into the validity of the claim that consumers who have accurate sustainable fashion knowledge are more likely to purchase brands with high sustainability characteristics.

Decoding the consumer mindset: Exploring the role of e-WOM, online experiences and brand trust in KKV one-stop shop purchase intention

This quantitative study aims to contribute to this body of knowledge by investigating the influence of e-WOM, online shopping experiences and brand trust on purchase decisions at KKV one-stop shopping store, a prominent e-commerce platform specializing in one-stop shopping. By examining the roles of e-WOM, online experiences, and brand trust in shaping consumer mindsets and purchase decisions at KKV one-stop shopping store, this study aims to contribute to the growing body of knowledge in consumer behavior and e-commerce research, particularly in the context of one-stop shopping platforms. Primary data were collected through a questionnaire distributed through social media platforms using the Google Form application. The study used a purposive sampling technique and the final sample consisted of 121 respondents. The results show that e-WOM, online shopping experience and brand trust have positive and statistically significant effects on purchase decisions. Specifically, favorable e-WOM communication, positive online shopping experience and high levels of brand trust increase the likelihood that consumers will purchase from KKV one-stop shopping store. The findings highlight the importance of cultivating positive e-WOM, providing seamless online shopping experiences and fostering brand trust as strategies to improve consumer purchase decisions in the e-commerce space.

СОВРЕМЕННЫЕ ПОДХОДЫ К ТРАНСФОРМАЦИИ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ РАБОТНИКОВ УГОЛЬНОЙ ОТРАСЛИ НА РЫНКЕ МЕДИЦИНСКИХ И ФАРМАЦЕВТИЧЕСКИХ ТОВАРОВ И УСЛУГ

In modern conditions, for pharmacy, as an integral part of healthcare, new concepts and technologies of pharmaceutical services and, in general, pharmaceutical care, aimed at consumers of medicines of different categories and professional groups, have become a powerful incentive for further development. Important importance in working with consumers of medical and pharmaceutical goods and services is attached to marketing research of consumer behavior; the study of preferences in the selection of goods factors influencing the decision to purchase. Of particular importance is the consumer behavior of modern pharmacy customers, which is changing due to an imbalance between the state of the pharmacy system's customer base and existing methods of customer counseling. There is a need to focus on different segments of consumers, each of which requires specific client technologies that contribute to the transformation of consumer behavior from "standard" to individual, corresponding to the status, mentality, financial capabilities, level of information literacy, typology of the buyer. Studying the assessments and opinions of respondents helps to identify patterns in consumer behavior and makes it possible to develop a more thoughtful strategy for information and advisory work with employees of the coal industry, paying special attention to issues of pharmaceutical consulting, information, attentive service, the use of new forms and methods of work that would increase consumer interest in purchasing effective and safe medicines. The consumer's decision-making process is considered, as a rule, as part of the following stages: consumer awareness of the problem, information search, evaluation and selection of purchase alternatives, purchase, use of purchase and evaluation of the solution. The factors of consumer behavior or purchasing decisions in relation to the buyer are conditionally divided into internal and external. Pharmaceutical organizations that sell medicines seek to influence consumer behavior by building their activities based on the concept of marketing. Knowledge of the basics of marketing is necessary to manage consumer behavior in the market.

Advancing the consumer behaviour theory in halal food: review literature and directions for future research

Purpose This paper aims to examine existing literature on halal food consumption from the perspective of consumer behaviour research. It identifies progress, current state and gaps and provides direction for future research to advance the field. Design/methodology/approach This paper reviewed papers from 2007 to 2023 using Scopus and WOS databases. The review used the Theories–Context–Characteristics–Methods (TCCM) framework and followed the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) protocol. Findings The review summarises the methods, theory and approaches used in the topic and presents key findings and a proposed framework. It can guide future researchers in developing their models, making it a valuable starting point for future research. Despite the existence of SRL in halal food to the best of the authors’ knowledge, this work is the first review that proposes a model for halal food in consumer behaviour. Originality/value This review provides a twofold contribution. First, this review's theoretical contribution is advancing consumer behaviour literature on halal food. Second, this work's practical contribution is to enrich practitioners' understanding of the antecedents of consumer behaviour regarding halal food. This is the first review proposing a consumer behaviour model for Halal food. It makes a theoretical contribution to understanding consumer behaviour on Halal food and provides practical insights for practitioners.

Exploring Consumer Hoarding Patterns: A Case Study Social Networks on Consumer Hoarding Behaviour of Toilet Paper

This article investigated the impact of social networks on consumer hoarding behavior during the COVID-19 pandemic, focusing specifically on the global toilet paper hoarding phenomenon. Motivated by the pandemic's widespread fear and uncertainty, the study filled a research gap by stressing the relevance of network science in understanding hoarding situations. The study, which examined a case study of the toilet paper scarcity that began in Hong Kong and extended globally, identified three major issues: the unique characteristics of online networks, the herding mentality promoted by social factors, and the asymmetry in information availability. To overcome these difficulties, the study suggests strategic options. It was suggested that artificial intelligence be used for content regulation and information validation in order to proactively counteract the unique features of internet networks. Targeted psychological interventions, notably stress reduction programs, were recommended to counteract the herding mindset that drives hoarding. To mitigate the impact of asymmetric information, media literacy initiatives aimed at improving consumers' critical thinking skills were suggested. Finally, this study gave important insights into the complex dynamics of social networks and consumer hoarding behavior during crises. It emphasized the importance of a comprehensive understanding of online networks' roles, laying the groundwork for future research in network science, consumer behavior, and crisis management.

Managing social-educational robotics for students with autism spectrum disorder through business model canvas and customer discovery.

Social-educational robotics, such as NAO humanoid robots with social, anthropomorphic, humanlike features, are tools for learning, education, and addressing developmental disorders (e.g., autism spectrum disorder or ASD) through social and collaborative robotic interactions and interventions. There are significant gaps at the intersection of social robotics and autism research dealing with how robotic technology helps ASD individuals with their social, emotional, and communication needs, and supports teachers who engage with ASD students. This research aims to (a) obtain new scientific knowledge on social-educational robotics by exploring the usage of social robots (especially humanoids) and robotic interventions with ASD students at high schools through an ASD student-teacher co-working with social robot-social robotic interactions triad framework; (b) utilize Business Model Canvas (BMC) methodology for robot design and curriculum development targeted at ASD students; and (c) connect interdisciplinary areas of consumer behavior research, social robotics, and human-robot interaction using customer discovery interviews for bridging the gap between academic research on social robotics on the one hand, and industry development and customers on the other. The customer discovery process in this research results in eight core research propositions delineating the contexts that enable a higher quality learning environment corresponding with ASD students' learning requirements through the use of social robots and preparing them for future learning and workforce environments.

Pre-Registered Interim Analysis Designs (PRIADs): Increasing the Cost-Effectiveness of Hypothesis Testing

Abstract The difficulty of determining how many observations to collect is a source of inefficiency in consumer behavior research. Group sequential designs, which allow researchers to perform interim analyses while data collection is ongoing, could offer a remedy. However, they are scarcely used in consumer behavior research, probably owing to low awareness, perceived complexity, or concerns about the validity of this approach. This article offers a tutorial on group sequential designs and introduces Pre-Registered Interim Analysis Designs (PRIADs): A practical five-step procedure to facilitate the adoption of these designs in marketing. We show that group sequential designs can be easily adopted by marketing researchers, and introduce a companion app to help researchers implement them. We demonstrate multiple benefits of PRIADs for researchers engaged in confirmatory hypothesis testing: They facilitate sample size decisions, allow researchers to achieve a desired level of statistical power with a smaller number of observations, and help conduct more efficient pilot studies. We validate this cost-saving potential through a comprehensive re-analysis of 212 studies published in the Journal of Consumer Research, which shows that using PRIADs would have reduced participant costs by 20–29%. We conclude with a discussion of limitations and possible alternatives to PRIADs.

Analysis of implementation for big data techniques in consumer behavior

Consumer behavior can refer to both the purchasing behavior of consumers towards goods and the decision-making behavior of consumers when choosing goods, the research in this field involves psychology, marketing, and other disciplines. As a popular data mining and processing technology, big data technology has powerful information analysis capabilities. Therefore, with this in mind, applying big data technology to consumer behavior research can greatly improve the efficiency. This study focuses on the implementation for big data techniques in consumer behavior, including application scenarios, application methods, as well as application efficiency. The AIDMA, AISAS, and SOR models are suitable for using big data analysis technology. Big data technology helps enterprises influence external factors in consumer behavior factors, thereby influencing consumer decision-making behavior through internal perception factors. Overall, these results aim to collect and summarize relevant knowledge about consumer behavior and big data for future scholars to investigate and explore the implementation schemes.

ASSESSING THE VALUE OF BLACK FRIDAY PROMOTIONS: AN ANALYSIS OF INSTAGRAM USERS’ SENTIMENTS AND BEHAVIORAL RESPONSES

Black Friday, as a significant global retail phenomenon, provides substantial insights into consumer behavior and the effectiveness of marketing strategies. This study explores into the dynamics of consumer engagement by analyzing user-generated content (UGC) on Instagram, focusing on the 2021 Black Friday promotions by key technology companies in Turkey. Utilizing an advanced three-step text mining methodology, the research commences with Latent Dirichlet Allocation (LDA) for organizing data into distinct thematic clusters pertinent to Black Friday promotions. This is followed by a sentiment analysis, executed using Python, to evaluate the emotional nuances of the UGC in relation to these themes and the corresponding company promotions. The concluding phase involves an exhaustive textual analysis (TA) to extract actionable insights, which are instrumental in refining promotional strategies and deepening the comprehension of consumer interactions on social media platforms. The results reveal a predominantly positive reception of exclusive promotions and smartphone deals, highlighting their effectiveness as strategic elements in social media marketing. In contrast, themes linked to perceived fraud, negative feedback, misinformation, and customer service issues elicited adverse reactions from consumers. These contrasting responses emphasize the imperative for brands to develop transparent, authentic marketing communications and robust customer support systems. The study not only offers strategic recommendations for brands aiming to enhance their social media campaigns but also contributes a theoretical framework for future research in digital consumer behavior, especially in the context of significant promotional events like Black Friday.

Stigma in marketing and consumer research: A literature review and research agenda

AbstractStigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state‐of‐the‐art in this domain; (2) our two‐step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio‐psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

Impulse Buying Intentions of Gen Z’s Consumers from Hedonic Shopping Perspective for Apparels

Purpose: The purpose of the study is to explain the paths that lead to impulse buying intentions of Gen z’s consumer behaviour for apparels by hedonic shopping perspective. Design/Methodology/Approach: Data were collected using a structured questionnaire from a sample of 257 consumers from north India aged 15 to 27 by using the simple random sampling. For testing the research hypotheses, regression analysis was employed using SPSS. Findings: The results of the study reveal that all the five variables of hedonic shopping value is positive associated with Impulsive buying intentions of Gen z’s for apparels. Research Limitations/Implications: The study assumes immense significance because it presents the insights regarding the behaviour of eastern Uttar Pradesh consumers and would be informative for consumer behaviour researchers, retailers and marketers. The study neglects demographic and socio-psychological factors which are the major factor that affects consumer’s purchase behavior. Originality/Value: This research adds to the understanding of association between hedonic shopping and impulse purchase. In this regard, the study's findings of the study would contribute to scant empirical works of impulse buying behaviour of apparel purchasers which help marketers to improve their business strategy.