From cravings to carts: exploring the emotional link between impulse eating and impulse buying

Purpose This study explores the relationship between impulse buying and impulse eating of unhealthy foods, two behaviours traditionally examined in isolation. By integrating these domains, this study aims to provide a unified theoretical and empirical framework. Design/methodology/approach A structured questionnaire incorporating validated psychometric scales (DEBQ and IB) was administered to a sample of 422 Spanish consumers recruited through a Spanish national panel which applies demographic quotas (gender and age) and quality filters to ensure representativeness. Participants diagnosed with eating disorders using the Eating Disturbance Scale (EDS)-5 screening scale were excluded, ensuring that the sample reflects general consumer behaviour. Data were analysed using partial least squares structural equation modelling. Findings Eating and buying behaviour are strongly associated with emotional impulsiveness. Emotional eating emerges as a key antecedent influencing restrictive and external eating and the affective and cognitive dimensions of impulse buying. Gender is a significant moderating variable. Research limitations/implications This study is limited to a single national context. Future research should explore cross-cultural validation and longitudinal designs to further examine causal mechanisms. Social implications The findings offer actionable insights for policymakers and marketers for designing interventions that promote healthier consumption behaviours. Originality/value This study bridges two previously disconnected fields – impulse buying and impulse eating – through a robust data-driven model, highlighting emotional impulsivity's central role in consumer behaviour. These findings highlight the importance of integrated approaches to understanding and addressing impulsive consumer behaviour.