Impulse buying is the consumption that is unplanned and decided on the spot. The objective of this study is to understand the impulse buying behaviour in Pakistan and scrutinize the reasons and factors that affect impulse buying behaviour. In this study, we observed how materialism and depression in Individuals affect their purchase intentions. The Self-Completion theory is used in this paper to investigate the relation of variables with Impulse Buying. Data is computed and analyzed by using SPSS Process macro is employed to test hypotheses. The results demonstrate that consumer materialistic values predict impulse buying and depression. The study also finds that there is a significant influence of depression on impulse buying. Next, the study states a positive intervening role of depression between materialism on impulse buying. Finally, the outcomes state that confidence moderates the connection between materialism and impulse buying through depression.
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