The relationship between attachment dimensions and impulsive buying behaviour in Generation Y and Z women in romantic relationships: A field study

This study aims to examine the relationship between attachment dimensions in romantic relationships and consumer behaviour. Specifically, it explored the impact of adult attachment dimensions—attachment anxiety and attachment avoidance—on the impulsive buying tendencies of Generation Y and Z women currently in romantic relationships. An online survey was administered, and data were collected from a convenience sample of 385 women from Generations Y and Z living in Türkiye. The hierarchical regression analysis was conducted by controlling for participants' age and duration of their current romantic relationship. The results showed that attachment anxiety, but not avoidance, significantly affects participants' impulsive buying behaviour. The findings suggest that individuals with high attachment anxiety may use impulsive buying behaviour as a compensatory mechanism to manage their relational stress or to bolster their self-worth. These findings suggest that marketers should consider attachment security when addressing compulsive or impulsive consumer behaviours among younger adults.