Social comparison and impulse buying behavior: the mediating role of utilitarian and hedonic shopping values in an emerging market

Abstract Social comparison has emerged as a critical psychological mechanism in understanding consumer behavior, particularly in shaping impulse buying decisions. Drawing on social comparison theory, this study investigates the relationship between social comparison and impulse buying behavior, with a specific focus on the mediating roles of utilitarian and hedonic shopping values. Using a quantitative research design, data were collected through a structured online questionnaire from apparel consumers in Pakistan. A convenience sampling technique was employed, yielding 294 valid responses. The proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM 4.0). The findings reveal that social comparison exerts a significant and positive influence on impulse buying behavior. Moreover, both utilitarian and hedonic shopping values significantly mediate this relationship, indicating that consumers’ shopping motivations play a pivotal role in translating social comparison into impulsive purchase decisions. By integrating social influence and shopping value perspectives, this study contributes to the consumer behavior literature in the context of an emerging market. The findings offer practical insights for marketers and retail managers by highlighting the importance of designing promotional strategies and communication messages that appeal to both utilitarian and hedonic motivations to stimulate impulse buying. Additionally, the results provide useful implications for policymakers and practitioners seeking to better understand consumption patterns in developing economies.