How Buy Now, Pay Later (BNPL) is Shaping Gen Z's Spending Spree in Malaysia

This study seeks to examine the determinants that impact the inclination to utilize Buy Now, Pay Later (BNPL) services, with an emphasis on the perspective of Generation Z. The study examines the relationships between materialism, money management skills, self-efficacy, attitude, subjective norm, perceived behavioral control, and moral obligation in determining the intention to adopt BNPL. It utilizes a quantitative approach with a descriptive research style. Questionnaires were distributed to the Gen Z demographic, and a total of 440 responses were collected using Google Forms. The data were gathered through comprehensive field research, which involved an online survey, and later examined using SmartPLS 4.0. The findings highlight the significance of materialism, money management abilities, self-confidence, attitude, subjective norm, perceived behavioral control, and moral obligation in influencing the utilization of BNPL. The outcomes are highly significant for both advancing theoretical understanding and improving practical operations for BNPL providers. It facilitates a comprehensive understanding of the elements that impact the propensity to utilize BNPL, particularly from the perspective of Generation Z. Although acknowledging the limitations of targeting only Gen-Z, the research offers interesting insights and practical recommendations for BNPL service providers.