Influence of human values on impulse buying behavior: A gender analysis

Abstract

Abstract Purpose: This study aimed to analyze the influence of human values on impulse buying behavior and whether this influence differs between genders. Originality/value: The research contributes to the understanding of the relationship between the values individuals prioritize and their impulsive buying behavior. The results can offer guidance to professionals and business managers in conducting their sales strategies and to researchers when considering human values in investigations of buying behavior, enabling new understandings. Design/methodology/approach: A model with two scales, impulsive buying and human values, consolidated in the Brazilian context, was applied, resulting in 414 responses analyzed through structural equation modeling. Findings: The results demonstrated that human values affect impulsive buying behavior, indicating that the values of pleasure, emotion, and religiosity have a positive relationship, and the values of health and knowledge have a negative relationship. Samples by gender presented significant differences, as survival and emotion have a greater positive influence on impulsive buying in men, while women are more influenced by the pleasure and emotion values and have a negative relationship with the affectivity value.