Impulse Buying Meets Consumer Behaviour: Global Research Patterns and Emerging Directions

Paper ID: EIJTEM_2025_12_3_62-74

Author's Name: SHIBLA NARGEES K, Dr. Saleena T A

Volume: 12

Issue: 3

Year: 2025

Page No: 62-74

Abstract:

This study takes a close look at the world of impulse buying and consumer behavior by combining bibliometric analysis with the PRISMA framework. Researchers examined 539 documents from Scopus and Web of Science to explore how consumer habits, buying behaviors, and impulsive purchases intertwine. It turns out that scholars from India and China are leading the charge, with their institutions pumping out the most research in this area. When it comes to where this research is published, journals like the Journal of Retailing and Consumer Services, British Food Journal, European Journal of Marketing, and Asia Pacific Journal of Marketing and Logistics stand out as key players both in terms of volume and impact. Going deeper, keyword analysis showed recurring themes like service quality, trust, consumer involvement, satisfaction, attitudes, and factors that influence buying decisions. Topics such as electronic commerce, purchase intentions, social media, and motivation also popped up frequently. Interestingly, newer studies are focusing on cutting-edge areas like neuroscientific techniques, the rising role of mobile commerce and e-commerce, the impact of artificial intelligence on personalized shopping experiences, and sustainability in consumption habits. Overall, this research paints a thorough picture of the field’s past, present, and potential future, offering valuable insights into impulse buying and consumer behavior.

Keywords: Impulse Buying, Bibliometric Analysis, E-commerce, PRISMA

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