Art of persuasion in apparel retail: the synergistic role of visual merchandising and store environment in fostering impulse buying

Purpose This study aims to examine the influence of visual merchandising (VM) elements and store environment (SE) dimensions on impulse buying behaviour in apparel retail through an integrated conceptual framework. Design/methodology/approach Data were collected from 515 apparel retail consumers using a structured questionnaire and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and Importance–Performance Map Analysis (IPMA). Findings Social factors exerted the strongest positive influence on impulse buying behaviour, followed by ambience. IPMA further indicated that while social factors and ambience demonstrated high importance and performance, mannequin displays offered the greatest potential for managerial improvement. Originality/value This study develops an integrated framework that distinguishes the effects of visual merchandising elements and store environment dimensions on impulse buying behaviour in apparel retail. By combining PLS-SEM with IPMA, the study offers theoretical insights into the relative influence of retail stimuli while identifying managerial priorities for enhancing in-store retail strategies.