How conscientiousness mitigates impulse buying tendencies among university students: a moderated mediation analysis

Purpose University students often encounter environments that encourage impulsive behaviours, which can adversely affect financial management and consumer habits. This study aims to investigate how conscientiousness mitigates impulse buying tendencies among university students using a moderated mediation framework. Specifically, it examines willpower belief as a psychological mediator and living arrangement as a contextual moderator. Design/methodology/approach A cross-sectional survey was conducted with 337 university students aged 18 to 25. Validated measures of conscientiousness, willpower belief and impulse buying tendencies were administered. Through moderated mediation analysis, this study explores how personality traits interact with psychological and environmental factors to influence purchasing behaviour, revealing dynamics often overlooked in conventional consumer behaviour models. Findings Conscientiousness demonstrated a negative association with impulse buying tendencies, partially mediated by willpower belief. Students with higher levels of conscientiousness tended to endorse stronger beliefs in non-limited willpower, which in turn reduced impulse purchasing. Crucially, this mediating pathway was moderated by living arrangement: among students living independently, the indirect effect of conscientiousness on impulse buying via willpower belief was significant, whereas it was negligible for students residing with family. These results highlight the importance of contextual support in the efficacy of self-regulation mechanisms. Originality/value This study expands existing models of consumer behaviour by illustrating that personality effects on purchasing are contingent on context. It emphasizes the necessity for interventions that account for both individual differences and living environment. Practical implications include developing targeted financial education programmes that enhance conscientiousness and willpower belief, especially for students transitioning to independent living without familial support structures.