2024

Beikverdi Lana

With the rapid development of the sustainability agenda, the green products market and green buying, new perspectives on impulse buying behaviour have emerged. This doctoral dissertation examines impulse buying behaviour, particularly its antecedents, outcomes and underlying psychological mechanisms in sustainability contexts. In this dissertation, sustainability contexts refer to green buying behaviour and the behaviour of sustainably motivated consumers. Green buying behaviour refers to purchasing ecofriendly products, which, in extreme cases, can be impulsive. The dissertation addresses key research gaps, such as the psychological mechanisms underlying green impulse buying and its antecedents. It also examines the post-purchase behaviour of sustainably motivated consumers engaged in impulse buying. The overall motivation for this research arises from the need to understand the evolving nature of impulse buying, especially in the context of sustainability and the growing trend of green consumerism. This dissertation employs a mixed-methods approach to explore the aspects of impulse buying in sustainable settings. First, it incorporates systematic literature reviews and conceptual framework development to analyse existing research on the impulse buying process, focusing on its outcomes. Second, it explores the phenomenon of green impulse buying, as well as its underlying psychological mechanisms and antecedents, through empirical qualitative and quantitative studies. Lastly, it qualitatively investigates the postpurchase behaviour of sustainably motivated consumers engaged in impulse buying. The dissertation contributes to consumer behaviour research from multiple perspectives, including impulse buying and sustainable consumer behaviour. First, the dissertation provides a detailed analysis of the impulse buying process, including both the pre- and post-purchase stages, emphasising the importance of sustainability. Second, the results confirm the existence of a green impulse buying phenomenon and provide an understanding of its antecedents and uncover its underlying psychological mechanisms. From a practical perspective, the dissertation provides recommendations for mitigating the negative impacts of impulse buying, promoting sustainable consumption and encouraging retailers to adopt eco-friendly practices. The findings offer valuable insights for businesses and policymakers to foster sustainable buying practices and protect consumers from the adverse effects of impulse buying.