Shop or Stop? Exploring Self-Regulation as a Mediating Variable in the Relationship Between Peer Influence and Impulsive Buying

Abstract: Peers are influential social agents, particularly among young buyers like college students, who often discuss purchases and shop in groups. This study examined the relationship between peer influence and impulsive buying behaviour, with self-regulation as a potential mediator. It also explored gender differences in impulsive buying, peer influence, and self-regulation. We hypothesised that peer influence positively affects impulsive buying, with self-regulation mediating the relationship, and that these variables differ significantly between males and females. The study employed a correlational design and convenience sampling. Data were collected from 180 Indian college students using an online questionnaire measuring impulsive buying, peer influence, and self-regulation. Peer influence significantly and positively impacted impulsive buying (β= -.220, R²= 0.049, p=.003). Self-regulation was not a significant predictor, Z= -1.053 (p= .29), indicating no mediation. Impulsive buying was significantly higher in males than females (t = -2.206, p = .029), while males also exhibited higher self-regulation (t = -2.606, p = .01). No gender differences were found in susceptibility to peer influence. This study highlights that peer influence increases impulsive purchases, with notable gender differences, providing insights for both consumers and businesses.