The Impulsivity of Gen Z: The Influence of External and Situational Factors in a Traditional Buying Environment

The research assesses the impact of external and situational factors on impulsive buying behavior among Generation Z (Gen Z). Two external factors (EF) (sales promotions /discounts (SP) and store environment (SE)) and two situational factors (SF) (time availability (TA) and money availability (MA)) were studied.The data was analyzed from 201 Gen Z respondents through an online survey. The proposed model examined the direct relationships between EF and IBB and SF and IBB. Two hypotheses were developed and analyzed using SmartPLS-4.The results depicted that EF and SF had a positive significant impact in triggering impulse buying among Gen Z. The study also found that when external and situational factors are considered together (ComE), they have a significant and positive impact on the impulse buying behavior of Gen Z.This study looks at impulse buying behavior of Gen Z in a traditional (brick and mortar) setting which will help marketers target this segment appropriately.