The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem
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Published
31 January 2024
Keywords:
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fashion product, Generation Z, impulsive buying behavior, self-esteem
Abstract
Generation Z is currently the largest consumer in Indonesia; thus their values and priorities could lead to changes in consumption patterns and societal norms. This study examined the influence of income, self-esteem, and impulsive buying behavior of H&M products in Gen-Z. This research was conducted using a quantitative cross-sectional with a predictive design. Research respondents were obtained through a non-random accidental sampling of 374 Gen-Z who had made unplanned purchases of clothes from the H&M brand at least once in the past month. Data analysis was performed using correlation and multiple regression tests. The results showed that income and self-esteem could be used as predictors of impulse buying behavior. However, the income itself showed no contribution when self-esteem was controlled. Research implies that monitoring self-esteem and using interventions to increase self-esteem could help control impulse buying behavior that individuals, especially Gen-Z, usually do.
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Bahrah, E. N., & Fachira, I. (2021). The influence of e-commerce marketing on impulsive buying behavior. Advanced International Journal of Business, Entrepreneurship and SME's (AIJBES), 3(9), 349-361. https://doi.org/10.35631/AIJBES.39023
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Cahyorini, A., & Rusfian, E. Z. (2012). The effect of packaging design on impulsive buying. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi, 18(1), 11-21. https://doi.org/10.20476/jbb.v18i1.970
Chowdhury, F. (2020). The impact of socio-cultural factors in impulse purchasing behaviour of clothes in Bangladesh. Journal of Business Administration, 41(2), 15-28. Retrieved from https://zenodo.org/records/7013467
Dar, S., & Sakthivel, P. (2022). Maslow's hierarchy of needs is still relevant in the 21st century. Journal of Learning and Educational Policy. 2(5), 1-9. https://doi.org/10.55529/jlep.23.1.9.
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing: An International Journal, 3(1), 20-34. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/17505930910945714/full/html?mobileUi=0&fullSc=1&fullSc=1&mbSc=1
Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102135
Esther, J. (November 5, 2015). True fashionistas are willing to queue for decades for a piece of Balmain x H&M clothes. Fimela. Retrieved from https://www.fimela.com/fashion/read/3514344/fashionista-sejati-rela-antri-berpuluh-puluh-jam-demi-sehelai-baju-balmain-x-hampm
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Fenton-O’Creevy, M. and Furnham, A. (2020). Money attitudes, personality and chronic impulse buying. Applied Psychology, 69(4), 1557-1572. https://doi.org/10.1111/apps.12215
Francis, T., & Hoefel, F. (November 12, 2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. Retrieved from https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/
Gottumukkala, M., Shireesha, M., & Sundari, K. N. (2023). Impulse buying behavior of consumers: an empirical study. Madhya-Bharti-Humanities and Social Sciences, 83(1), 110-115. Retrieved from https://www.researchgate.net/publication/370843718_IMPULSE_BUYING_BEHAVIOR_OF_CONSUMERS_AN_EMPIRICAL_STUDY
Ghani, J. A., & Jan, Z. (2015). Income and impulsive buying behavior: A study of Pakistani consumers. International Journal of Consumer Studies, 39(4), 371-380. https://doi.org/10.1111/ijcs.12206
Hwang, M., & Kim, Y. (2014). The moderating role of financial literacy in the relationship between self-esteem and impulsive buying behavior. Journal of Consumer Behaviour, 13(1), 1-11. https://doi.org/10.1016/j.jcb.2013.08.004
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Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I., & Khan, F. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing – ESIC, 26(2), 231-246. https://doi.org/I10.1108/SJME-06-2021-0113
Jalaly, M., Nayebzadeh, S., & Hakkaki, S. M. (2014). The relationship between self-esteem, social influence, and life satisfaction with impulse buying tendency. Journal of Marketing Management, 9(23), 79-93. Retrieved from https://jomm.srbiau.ac.ir/?_action=articleInfo&article=2893&lang=en
Jhangiani, R., & Tarry, H. (2022). Principles of Social Psychology – 1st International H5P Edition. British Columbia (UK): BCcampus
Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163-176. https://doi.org/10.1207/S15327663JCP1202_08
Kaur, D., & Kaur, J. (2017). The relationship between self-esteem, financial literacy, and impulsive buying behavior: A study of young consumers in India. International Journal of Consumer Studies, 41(2), 141-152. https://doi.org/10.1111/ijcs.12298
Kshatriya, K., & Shah, P. S. (2023). A study of the prevalence of impulsive and compulsive buying among consumers in the apparel and accessories market. Vilakshan - XIMB Journal of Management, 20(1), 2-24. https://doi.org/10.1108/XJM-12-2020-0252
Lee, S. B., Shin, Y., Jeon, Y., & Kim, S. (2022). Factors affecting social isolation among the young adults in South Korea: A cross-sectional analysis. Frontiers in public health, 10, 1-10. https://doi.org/10.3389/fpubh.2022.979136
Lesmana, T. (2018). Correlation on mindfulness, self-esteem and impulsive buying among female online shopper. In the Asian Conference on Psychology & the Behavioral Sciences 2018 Official Conference Proceedings (pp. 1-17). Retrieved from https://papers.iafor.org/submission38607/
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Luo, H., Chen, J., Li, S., Nie, Y, Wang G. (2021). Social exclusion and impulsive buying among Chinese college students: the mediating role of self-esteem and the moderating role of risk preference. International Journal of Environmental Research and Public Health, 18(21), 11027. https://doi.org/10.3390/ijerph182111027
Mai, K. T., Jung, Y. J., Lantz, R. A., & Loeb, S. (2017). Income and impulsive buying behavior: A longitudinal analysis. Journal of Consumer Research, 44(3), 648-666. https://doi.org/10.1093/jcr/ucx076
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Authors
TessyN. R. B., & SetiasihS. (2024). The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem . Journal of Consumer Sciences, 9(1), 122-141. https://doi.org/10.29244/jcs.9.1.122-141
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