Impact of Hedonic Shopping Motivation on Impulse Buying Behavior of Personal and Beauty Care Industry in Sri Lanka: With the Mediating Effect of Consumer Trust

Abstract

This study examines the interplay between hedonic shopping motivations and impulse buying behavior in Sri Lanka's personal and beauty care industry, emphasizing the mediating role of consumer trust. Hedonic motivations, which include adventure, gratification, idea, role, social, and value shopping, serve as psychological drivers that influence unplanned purchase decisions. Consumer trust mitigates perceived risks, enhancing the likelihood of impulsive purchases. By targeting Gen Z consumers, a demographic characterized by significant In-Store shopping and preference for online shopping, this research provides a localized understanding of impulse buying behaviour. The study adopts a quantitative approach, employing a cross-sectional survey design to collect data from 385 Gen Z respondents who actively shop for personal and beauty care products both online and in-store. Hypothesis testing was conducted through descriptive, correlation and regression analyses. The findings confirm that hedonic shopping motivations strongly predict impulse buying, with consumer trust acting as a significant mediator. Notably, adventure shopping and gratification shopping were identified as the most influential dimensions of hedonic motivation. The results contribute to the theoretical understanding of consumer behavior by validating the Stimulus-Organism-Response (S-O-R) model within the Sri Lankan context. The practical implications of this study are substantial for marketers, particularly in designing promotional strategies that align with the pleasure-seeking tendencies of Gen Z consumers. For instance, creating visually appealing advertisements, offering limited-time discounts, and utilizing social media influencers can effectively trigger impulse buying. Additionally, fostering consumer trust through transparent communication, reliable product quality, and secure online shopping platforms is critical for converting impulsive intentions into actual purchases. This research addresses an empirical gap in the literature by focusing on the underexplored Sri Lankan personal and beauty care market. While global studies have extensively analyzed Gen Z's shopping behaviors, few have contextualized these findings within the unique cultural, economic, and technological landscape of Sri Lanka. The insights gained underscore the importance of understanding localized consumer dynamics to develop tailored marketing strategies. Despite its contributions, the study is limited in scope. It focuses exclusively on Gen Z consumers and the personal and beauty care sector, restricting the generalizability of the findings to other demographics and industries. Additionally, the reliance on self-reported data introduces the potential for response biases. Future research should explore other consumer segments, expand the scope to include diverse industries, and adopt longitudinal designs to track changes in impulse buying behaviour over time. The study provides actionable insights for businesses aiming to capitalize on the rising trend of impulse buying in Sri Lanka. By leveraging the emotional and experiential aspects of shopping, marketers can drive consumer engagement and loyalty. Furthermore, understanding the role of trust in shaping buying behaviours offers a strategic advantage in building long-term customer relationships.