BNPL Made Me Do It : The Influence of Buy Now Pay Later on Impulsive Buying in Sweden (A lifesaver or a curse?)

This study investigates the impact of Buy Now, Pay Later (BNPL) services on impulsive buying behavior and the mediating role of materialism in this relationship. By using a quantitative research approach data were collected from 124 respondents. The results revealed a strong, statistically significant relationship between BNPL adoption and impulsive buying behavior as BNPL services, by removing immediate financial barriers, encourage impulsive purchases, particularly among individuals with higher materialistic tendencies. Our analysis highlights some unexpected demographic trends, showing younger, lower income consumers as the most frequent users of BNPL services and the most prone to impulsive buying which raises concerns about the financial vulnerability of these groups. While BNPL offers flexibility and convenience, it fosters behaviors that may compromise long-term financial stability, particularly for materialistic individuals.The study contributes to the understanding of how BNPL reshapes consumer behavior by integrating behavioral economics and materialism theories. It underscores the need for policy measures and consumer education to mitigate the risks associated with BNPL usage, promoting sustainable financial habits. These findings provide a foundation for future research with a qualitative approach to explore deeper factors driving BNPL usage and impulsive buying. Longitudinal studies are also recommended to capture changes over time and validate the findings across different cultural and regional contexts.