Click, Buy, Regret? : A Quantitative Study of Digital Impulse Buying: the Case of Scandinavian Premium Fashion

The purpose of this study is to explore how digital accessibility and psychological drivers influence impulsive buying behaviour among Swedish consumers within the Scandinavian premium fashion segment. While premium fashion is often associated with quality, sustainability, and conscious consumption, this research investigates whether consumer behaviour in this segment reflects those values, or whether it mirrors the impulsivity typically associated with fast fashion. The study adopts a quantitative approach through an online survey distributed to Swedish consumers (n = 90). Data was analysed using descriptive and inferential statistics, including Pearson’s correlation coefficient, to examine relationships between impulsiveness and variables such as self-control, hedonic motivation, consumer style, and digital accessibility. The results reveal strong positive correlations between impulsiveness and both hedonic shopping motivation and consumer style, and a strong negative correlation with self-control. Ease of access through digital platforms was also significantly associated with impulsive purchases. These findings support theoretical frameworks such as Consumer Culture Theory, Theory of Planned Behaviour, and Instant Gratification Theory. The study concludes that even in the Scandinavian premium segment, consumers are heavily influenced by emotional and psychological factors, leading to unplanned purchases facilitated by frictionless digital environments. While consumers may express sustainable values, their behaviour does not always align with intention. Practical implications are discussed in relation to marketing ethics, public policy, and the need for early education in consumer behaviour and digital literacy.