FROM IMPULSE BUYING TO MINDFUL CONSUMPTION: EXAMINING THE IMPACT OF DE-INFLUENCING AND SOURCE CREDIBILITY ON GEN Z PURCHASE INTENTIONS

The rapid growth of social media commerce has been largely driven by influencer marketing, which plays an important role in shaping consumer preferences and encouraging online impulse buying. However, the emerging trend of de-influencing is changing this pattern by encouraging consumers to question over-hyped products, avoid unnecessary purchases, and adopt more thoughtful consumption practices. This trend is particularly relevant to Generation Z (Gen Z), who are highly active on social media and frequently encounter influencer-generated content. The present study, titled “From Impulse Buying to Mindful Consumption: Examining the Impact of De-influencing and Source Credibility on Gen Z Purchase Intentions,” examines the influence of de-influencing and source credibility on the purchasing behaviour of Gen Z consumers. The study focuses on Gen Z’s exposure to de-influencing content, their perceptions of the credibility of de-influencers and traditional influencers, and the role of source credibility in purchase decision-making. It also examines whether de-influencing can reduce digital impulse buying and encourage mindful and responsible consumption. Primary data were collected through a structured digital questionnaire to understand respondents’ social media usage, exposure to influencer and de-influencer content, perceptions of credibility, and purchasing behaviour. The study aims to provide insights into how de-influencing may influence purchase intentions and contribute to more conscious consumption among Gen Z consumers.