The Psychology of BNPL: A Systematic Review of Impulsive Buying and Post-Purchase Regret (2018–2025)

There is an increasing number of academic and regulatory investigations into the behavioral and psychological implications of using Buy Now, Pay Later (BNPL) services due to their rapid growth. There have been extensive investigations into impulse purchases using BNPL services; however, there has been relatively little focus placed upon examining post-purchase regret associated with BNPL service use. The purpose of this paper is to present a systematic review of the extant literature investigating how BNPL service use relates to both impulsive purchasing behavior and post-purchase regret. A total of ten empirical studies were identified through a comprehensive search of the Scopus database according to the PRISMA 2020 guidelines, which were all published between 2018 and 2025. The results indicated that BNPL features, including deferred payments, perceived affordability, and urgency cues, are consistent predictors of both greater impulsive purchasing and lower levels of payment salience. The results of this review, however, reveal that many existing studies have failed to directly measure post-purchase regret and instead rely on proxy indicators, including financial distress, emotional discomfort, and decreased well-being. These findings, therefore, highlight a major theoretical and methodological void in the existing literature. In addition, by providing a synthesis of the current evidence base, this review aims to provide a clearer understanding of how BNPL features influence both consumer decision-making processes and post-purchase emotional responses; additionally, this review highlights the necessity for future research to utilize valid measures of regret, longitudinal designs and ethically informed analytical frameworks when investigating the psychological impacts of adopting BNPL services.