Impulsive Buying Behavior, Emotional Impact and Frugality Among Youth Psychological and Demographic Analysis

In India’s rapidly transforming retail landscape, impulse buying has emerged as a significant consumer behavior, driven by modern shopping environments such as malls, megamarts, and online platforms. With increasing disposable income, changing lifestyles, and exposure to global trends, Indian consumers are more susceptible to unplanned purchases. Impulse buying is defined as a sudden, strong urge to purchase without prior planning, often triggered by emotional or sensory stimuli. Marketing strategies such as store displays, discounts, promotional offers, and targeted digital advertisements on platforms like Shopee and social media significantly influence such buying decisions. The growth of technologies like the Internet of Things (IoT) and virtual reality (VR) in retail has further enhanced the shopping experience, making it more immersive and emotionally engaging. Moreover, factors such as the store environment, ambient smells, lighting, and music—collectively referred to as "atmospherics"—can provoke emotional responses that lead to impulsive decisions. Psychological elements, including fear of missing out (FOMO), self-control, personality traits, and social norms, also contribute to impulse buying. Research highlights that both external factors (e.g., promotional tactics) and internal factors (e.g., personal preferences, mood) jointly shape impulsive consumer behavior. Understanding these dynamics is crucial for retailers aiming to boost sales and customer engagement in competitive markets.