Urge to Purchase mediates the Relationship Between In-Store Environments and Impulsive Buying Behavior

Abstract

This study examines the mediating role of the urge to purchase in linking in-store environmental to impulsive buying behavior. Through a quantitative survey of 231 participants from Swabi in retail settings, where the study demonstrates how specific atmospheric elements lighting, musical congruency, and ambient scent act as sequential triggers of purchase urges, in turn drive unplanned purchases. Results reveal mediation by urge to purchase, with emerging as the strongest environmental drivers. Individual differences, such as hedonic shopping orientation, amplified the environment-urge relationship, while situational factors like budget constraints weakened the urge-behavior link. The study uses the Stimulus-Organism-Response (S-O-R) theory by mapping the temporal trajectory of urge formation. Practical implications highlight strategies for retailers to ethically leverage sensory cues to enhance engagement without exploiting vulnerabilities. Limitations, including cross-sectional design and urban sample bias, underscore opportunities for longitudinal and cross-cultural research. This work advances consumer psychology by clarifying the psychological mechanisms behind impulsive buying while offering actionable insights for retail design and consumer empowerment.