Purpose: This study aims to explore the factors that drive impulse-buying behavior among customers at MR. DIY Palu by examining the influence of price discounts, product variety, and interior displays. Methodology/approach: The research was conducted at MR. DIY Palu using a quantitative approach and survey method. Data were collected through questionnaires distributed to 100 respondents using accidental sampling method. The analysis was carried out using multiple linear regression with SPSS software to determine the effect of price discount, product variety, and interior display on impulse buying. Results/findings: The results show that price discounts and product variety have a significant positive effect on impulse buying, while interior display does not significantly affect impulse buying behavior. Simultaneously, all three variables jointly influence consumer impulse buying at MR. DIY Palu. Limitations: This study focused only on MR. DIY Palu with a limited number of respondents and did not include other potential influencing factors such as psychological, situational, or demographic variables. Therefore, the findings may not be generalizable to all retail contexts or to other countries. Contributions: This study contributes to the fields of consumer behavior and retail marketing by providing empirical insights into the in-store factors that trigger impulse buying. These findings can assist retail managers in formulating effective strategies to increase spontaneous purchases and improve store performance. Conclusions: Overall, price discounts and product variety remain dominant drivers of impulse buying, emphasizing the importance of strategic pricing and diverse product offerings in retail environments.

Anchored in the Theory of Planned Behaviour (TPB) and the green marketing mix framework, this study explores how green purchase intention and impulse buying are shaped among urban Chinese consumers. Employing structural equation modelling based on data from 292 respondents, the analysis tests five key hypotheses regarding the effects of subjective norms, attitude, perceived behavioural control, and the four green marketing mix components (product, price, place, and promotion) on green purchase intention, as well as the subsequent impact of green purchase intention on impulse buying. The results reveal that green product quality and green promotion are the main drivers of green purchase intention, while subjective norms, attitude, perceived behavioural control, green price, and green place do not have significant direct effects. Mediation analysis further demonstrates that only green products and green promotion exert significant indirect effects on impulse buying via purchase intention. These outcomes emphasize the value of tangible product features and effective promotion in sustainable purchasing, and challenge the universal applicability of classic psychological models in digitalized urban markets. The study provides practical implications for designing targeted green marketing strategies that move beyond attitudinal appeals and focus on product credibility and impactful promotion to foster pro-environmental purchasing behaviour. Importantly, this study utilizes the classic 4Ps and the TPB framework for empirical clarity, yet is aware of the theoretical debate and boundary limitations related to their adoption in terms of developing service-based green marketing and based on cultural diversity. Furthermore, our data collection focuses on urban China, highlighting the context and limitations in generalizability, which emphasizes the importance of developing future cross-cultural comparisons and expanded models in future research.

This study aims to analyze the influence of social media marketing, influencer endorsements, and price discounts on impulsive purchases with trust as a mediating variable in Bohe Bali perfume consumers. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to Bohe Bali consumers and analyzed using the Partial Least Square (PLS) method. The results showed that social media marketing did not have a significant direct effect on impulsive purchases, but had a positive and significant effect on trust. Conversely, influencer endorsements and price discounts were proven to have a positive and significant direct effect on impulsive purchases. Price discounts were the variable with the strongest direct effect in encouraging impulsive purchases. Furthermore, influencer endorsements and price discounts did not have a significant effect on trust. The test results also showed that trust had a positive and significant effect on impulsive purchases. In testing the mediation effect, trust was proven to fully mediate the influence of social media marketing on impulsive purchases. However, trust was unable to mediate the influence of influencer endorsements and price discounts on impulsive purchases. These findings indicate that social media marketing works through building trust, while influencer endorsements and price discounts encourage impulse purchases through emotional mechanisms and price urgency. The conclusion of this study shows that trust is a key factor in bridging digital marketing strategies with impulse buying behavior, especially for perfume products that are experience goods. Therefore, Bohe Bali needs to balance short-term promotional strategies with efforts to build consumer trust sustainably.

Targeting impulsive buying: Reducing fast-fashion consumption with inhibitory control training

From emotional arousal to diminished cognitive control: How configurations of beauty streamer characteristics shape consumer impulse buying

Unpacking the mechanisms between Internet Addiction and online impulse buying: Which is more critical, mindfulness or emotional intelligence?

Live streaming commerce has transformed online shopping behavior as interactive features and real-time promotions increase emotional engagement and trigger impulsive actions. Shopee Live is one of the platforms where social interaction and urgency cues strongly influence consumer decisions. This study examines how social presence from broadcasters, viewers, and the live streaming environment, along with scarcity cues, shapes impulse buying through emotional responses. A quantitative explanatory design was used. Data were gathered from 137 Shopee Live users through an online questionnaire. The analysis employed Partial Least Squares Structural Equation Modeling to assess direct and indirect relationships within the Stimulus Organism Response framework. Social presence from broadcasters, viewers, and the overall live setting significantly enhances pleasure, which subsequently drives impulse buying. Scarcity also increases pleasure by creating urgency that stimulates spontaneous decisions. Emotional reactions serve as a mediating factor linking social presence and scarcity to impulse buying in live streaming commerce. The findings broaden the understanding of digital consumer behavior and offer insights for online sellers and e-commerce platforms aiming to optimize live streaming strategies.

This study explores the mediating role of impulsive buying on the influence of price perception, Fear Of Missing Out (FOMO), and financial literacy on the financial management of Gen Z TikTok Shop Users at Dian Nuswantoro University. With the results of a descriptive quantitative approach of 122 respondents, using non-probability sampling techniques specifically purposive sampling and snowball sampling, it was found that price perception and FOMO were proven to have a significant positive effect and thus play a strong role in increasing impulsive behavior. Conversely, financial literacy had a significant negative effect, low financial literacy encouraged unplanned spending to increase. Impulsive buying was proven to mediate the relationship between the influence of price perception, Fear Of Missing Out (FOMO), and financial literacy on individual financial management. The results of the study support the need for the reach of objects and variables related to the financial management of the younger generation on various digital platforms.

Influence of UPI Dark Patterns, Instant Payments, and Gamified Rewards on Impulse Buying Among Indian Youth

This study examines the relationships among financial literacy, financial behavior, materialism, compulsive buying, and propensity to indebtedness among Generation Z in Ho Chi Minh City, Vietnam. Using survey data from 139 respondents and Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that financial literacy positively influences financial behavior. Financial behavior, in turn, significantly affects materialism, compulsive buying, and indebtedness, indicating its central mediating role. Individuals with weaker financial behaviors are more prone to consumption-driven values, impulsive purchasing, and debt accumulation. The findings highlight that financial literacy improves financial outcomes primarily through behavior, underscoring the need for financial education programs that emphasize behavioral skills alongside financial knowledge.

The beauty and personal care market in Indonesia has shown significant growth, driven by social media and continuous product innovation that aligns closely with consumer needs and aspirations. This study aims to analyze the determinants of impulsive buying behavior in the Indonesian beauty industry, focusing on the impact of influencer content quality and the moderating role of Fear of Missing Out (FoMO). Using the Elaboration Likelihood Model (ELM) as a theoretical framework, the study examines the influence of factors such as lifestyle-focused appearance, financial capacity, brand confidence, and impulsive buying tendencies. The analysis reveals that impulsive buying tendencies and FoMO significantly influence impulsive buying behavior. However, the findings indicate that the quality of influencer content, brand trust, and financial capacity do not significantly impact impulsive buying in the Indonesian beauty market. Overall, the study highlights the important role of emotional and psychological stimuli in unplanned purchase decision-making.

Digital transformation has accelerated the rise of live commerce as a major innovation within the global e-commerce ecosystem, with China emerging as a leading pioneer whose practices have increasingly shaped other markets, including Indonesia. This study investigates the diffusion and adaptation of the Chinese live commerce model through Shopee Live in Indonesia, examines the effects of live commerce stimuli on Generation Z consumers’ purchasing behaviour, and explores the structural implications for vocational Mandarin language competencies in cross-border e-commerce. Adopting a quantitative descriptive–explanatory design, the study employs the Stimulus–Organism–Response framework and the Elaboration Likelihood Model to explain consumer decision-making processes. Data were collected via an online questionnaire administered to 112 Indonesian Generation Z consumers who actively use Shopee Live and were analysed using descriptive and explanatory statistical methods. The findings demonstrate that live commerce stimuli—particularly price promotions, real-time interaction, and host persuasion—significantly influence purchase intention and impulsive buying behaviour, with persuasive effects operating predominantly through the peripheral route. Furthermore, the results reveal a strong interconnection between Shopee Live and cross-border supply chains dominated by Chinese suppliers. This indicates that the diffusion of the live commerce model extends beyond shaping digital consumption patterns to restructuring cross-border business interactions. Consequently, the study underscores the growing strategic importance of vocational Mandarin language competencies that are practical, industry-oriented, and culturally sensitive. It concludes that vocational Mandarin proficiency constitutes a critical component of human resource development in Indonesia’s e-commerce sector amid the intensification of cross-border digital economic integration.

De-influencing, an emerging trend on social media platforms like Instagram, represents a counter-movement to traditional influencer marketing by encouraging consumers, particularly Generation Z (Gen Z), to avoid unnecessary purchases and embrace mindful consumption. This secondary data study synthesizes existing research from 2020–2025 to examine how de-influencing impacts Gen Z's buying behavior through the mediating role of credibility. Drawing from qualitative and quantitative studies, surveys, and consumer reports - including recent 2025 data from McKinsey, Deloitte, and PwC - the analysis reveals that de-influencing enhances perceived authenticity and trust, leading to reduced impulse buying (by up to 13% in spending cuts) and increased preference for sustainable alternatives among Gen Z. Key findings indicate that 62% of Gen Z trust peer reviews over influencer endorsements, 76% prioritize sustainability in purchases, and de-influencing content sways purchasing decisions more than promotional influencing, with 73% willing to pay premiums for ethical options. The study highlights implications for marketers, emphasizing the shift toward ethical and transparent practices amid economic pressures and climate anxiety. Limitations include reliance on secondary sources and potential sample biases, suggesting avenues for primary, longitudinal research.

The paper discusses how discounting via social media impacts impulsive purchase behavior and brand loyalty among generation Z consumers, based on the statistical analysis of the data involving 353 participants, flash sales and promotional codes mostly produce new transactions but they develop the relationships between the consumers and the brand on a transactional, price-sensitive scale, rather than a lasting affective one. One interesting observation establishes social evidence especially through influencer recommendation as the dominant force behind brand trust at temporary promotional stages. The factual data indicate that discounting alone cannot serve to maintain long term retention but rather companies need to introduce plausible social evidence to move consumers away towards short term reactions and long-term compliance. These are the findings that give strategic advice to marketers working in the competitive social commerce environment.

This editorial introduces the special issue titled Innovating for Sustainability: Digital Strategies for a Diversified and Sustainable Economy. It brings together interdisciplinary research on entrepreneurship, digital innovation, and sustainability, featuring carefully selected contributions from open calls and international conferences that address contemporary challenges across business, finance, technology, e-commerce, and healthcare. The special issue includes five sections consisting of 8 papers. The first section provides an overview of entrepreneurship and sustainable business practices; the second section highlights the importance of sustainability in financial services; the third section focuses on the application of artificial intelligence and other emerging technologies for achieving sustainability goals and examines how the transition towards sustainability is taking place; the fourth section brings forward aspects of sustainability in e-commerce and impulsive buying; and the fifth and final section is aligned with sustainable healthcare practices. Citation: Kumar, A., Naim, A., Dev Rroy, A. and Kumar, A. (2026). Innovating for Sustainability: Digital Strategies for a Diversified and Sustainable Economy. World Journal of Entrepreneurship, Management and Sustainable Development (WJEMSD), Vol. 22, Nos 1-2, pp. 1-8.

The rapid integration of digital and interactive technologies in brick-and-mortar retail has completely changed visual merchandising from a static display function to a dynamic, experience-based strategy. This research examines the effects of technology-enabled visual merchandising on impulse purchase behaviour in supermarkets, specifically focusing on how visual engagement and emotional arousal act as mediating variables. Using the Stimulus Organism Response (S-O-R) theoretical framework, we conceptualised technology-enabled visual merchandising as the environmental stimulus, visual engagement and emotional arousal as organismic states, and impulse purchase behaviour as the behavioural response. We used quantitative cross-sectional research, collecting data from 400 supermarket consumers in five major cities in Tamil Nadu, India. We employed Structural Equation Modelling (SEM) using SPSS and AMOS to test the hypothesised relationships and mediation effects. The findings indicate that technology-enabled visual merchandising increases visual engagement, which then positively impacts emotional arousal. Emotional arousal is found to be a strong predictor of impulse purchase behaviour. However, technology-enabled visual merchandising does not have a direct effect on either emotional arousal or impulse purchase behaviour; thus, visual engagement and emotional arousal fully mediate the sequential effects between technology-enabled visual merchandising and impulse purchase behaviour.

This study aims to examine the role of positive emotions in mediating the effects of Fear of Missing Out (FOMO) and sales promotion on impulsive Robux purchasing in the Roblox application. This research employed a quantitative approach using path analysis. Data were collected from 251 Roblox users. The t-test results indicate that FOMO, sales promotion, and positive emotions each have a positive and significant partial effect on impulsive buying. Simultaneously, these three variables explain 75.8% of the variance in impulsive buying. The path analysis findings reveal that the direct effects of FOMO and sales promotion are stronger than their indirect effects through positive emotions. Thus, while positive emotions significantly mediate the relationship between the independent variables and impulsive buying, their role is not dominant. Impulsive purchasing among Roblox users is primarily driven by direct impulses stemming from the fear of missing out on trends and the attractiveness of sales promotions.

This study aims to analyze the influence of bandwagon effect, viral marketing, and hedonic motivation on impulsive buying behavior of skincare products on TikTok Shop. This study uses a quantitative approach with a survey method of 100 respondents in Pekanbaru City who meet the criteria: actively using TikTok for at least 1 hour per day, having purchased skincare products from TikTok Shop, and being exposed to viral content or live streaming promotions. Data were analyzed using multiple linear regression. The results indicated that the bandwagon effect has a positive and significant effect on impulsiveness; viral marketing has a positive and significant effect on impulsive buying; hedonic motivation has a positive and significant effect on impulsive buying; and the three variables simultaneously have a significant effect on impulsiveness. The study’s results must be interpreted cautiously because online data collection via Google Forms may cause self-selection and non-response bias, limiting representativeness among Pekanbaru TikTok Shop users. Future research should expand the population and location beyond Pekanbaru to improve generalizability and adopt mixed methods by combining quantitative and qualitative approaches to gain more profound insights into consumer psychology and motivation.

This study aims to analyze the influence of fashion involvement, shopping lifestyle, and live streaming shopping on e-impulse buying of fashion products in TikTok Shop users in Pekanbaru City. The phenomenon of increasing impulse purchases in the context of social commerce is a major concern, especially as TikTok has evolved from a mere entertainment platform to an interactive marketing medium that encourages spontaneous purchase decisions. A quantitative approach was used for the survey method of 100 respondents selected through purposive sampling technique. Data was collected using questionnaires and analyzed by multiple linear regression through SPSS software. The results of the study show that fashion involvement, shopping lifestyle, and live streaming shopping have a positive and significant effect on e-impulse buying of fashion products at TikTok Shop in the city of Pekanbaru. These findings indicate that the higher the consumer engagement with fashion, the stronger their shopping lifestyle, and the more intense the interactive experience through live streaming, the tendency to make impulse purchases also increases. This research offers practical implications for online businesspeople in designing marketing strategies that harness the power of real-time interaction and visual appeal to drive spontaneous purchase decisions.

This research seeks to examine how live streaming and promotional sales affect impulsive purchases by Shopee users in Semarang City. Employing a quantitative strategy through a survey, the research engaged 96 participants who were frequent Shopee users and had made impulse buys. The analysis was conducted using PLS-SEM with the SmartPLS software. The findings indicated that live streaming positively and significantly influenced impulse buying (O = 0.428; t = 3.181; p = 0.001), and sales promotions also had a notable and affirmative impact (O = 0.378; t = 2.757; p = 0.006). Together, these two independent factors accounted for 59.6% of the differences in impulse buying behaviour (R² = 0.596). These results emphasize that the quality of live streaming and the efficiency of sales promotions provided by Shopee are crucial in stimulating impulsive purchasing among consumers in today's digital marketing landscape. In addition, interactive content, real-time communication, and attractive promotional incentives appear to strengthen emotional engagement and urgency, encouraging spontaneous purchasing decisions. Therefore, optimizing live streaming features and promotional strategies can be considered an effective approach for e-commerce platforms to enhance consumer responsiveness and drive sales performance.