Beauty and impulse: how body image influences impulse buying

Purpose Merchants frequently devise a myriad of marketing stimuli, which often precipitate impulse buying behaviors among consumers. Existing literature has pinpointed individual traits, motivations, resources, and marketing strategies as key drivers of impulse buying behaviors. However, studies on individual traits have predominantly focused on internal psychological characteristics, and it remains unclear how “individual appearance” influences impulse buying. Design/methodology/approach Grounded in the theories of Symbolic Consumption and Choice Overload, this research employs a questionnaire survey to dissect the impact mechanisms of body image (appearance attractiveness) on impulse buying. Utilizing SPSS 27.0 and AMOS 28.0, this study conducts an empirical analysis of data derived from 476 samples. Findings Body image positively influences impulse buying, with material pursuit and self-confidence acting as mediators. Self-control serves as a negative moderator in the relationship between material pursuit/self-confidence and impulse buying. Originality/value This research advances the understanding of the influence of body image on impulse buying, transcending the traditional inhibitory mechanism of “self-confidence—impulse buying” and establishing a facilitative framework grounded in Choice Overload Theory. This study suggests that businesses can enhance consumers’ body image perception by using lighting and beauty-enhancing fitting mirrors, thereby increasing impulse buying behavior.