Abstract

This study explores impulse buying behavior and its correlation with elements in the store environment. The research employs the SOR (Stimuli-Organism-Response) Framework to comprehend how the store environment influences consumer emotions and subsequently triggers impulsive purchase. Using an interpretivist paradigm, a qualitative methodology was adopted to delve into consumer beliefs and feelings influenced by the store environment. Semi-structured in-depth interviews were conducted with selected consumers from fashion retail outlets. The findings demonstrate that customers exhibit a higher tendency for impulsive shopping in stores characterized by a pleasant and attractive environment. Key elements perceived to contribute towards such an environment, which influence impulse buying behavior, encompass attractive window displays, amiable salesperson interactions, well-organized store layouts, promotional sales, scented environments, cleanliness, optimal store temperature, subtle background music, appropriate lighting, and appealing themes. The study's implications extend to both theoretical and practical aspects, offering insights for store retailers, and proposing avenues for future research by scholars in this field.