The influence of FoMO on impulsive viral food buying among Gen Z: examining the role of Islamic religiosity

Purpose This study aims to investigate the impact of Fear of Missing Out (FoMO) on impulsive buying behaviour for viral food among Generation Z in Indonesia and examine the moderating role of Islamic religiosity. Design/methodology/approach This study used quantitative methods. The analytical technique used is partial least squares-structural equation modelling with 275 respondents as a sample of Generation Z Muslims in Indonesia. This research was conducted in February 2025 by distributing questionnaires via Google Forms and social media. Findings The results reveal that personal and social FoMO significantly and positively affect impulsive buying behaviour. However, Islamic religiosity does not have a significant moderating effect on these relationships. This indicates that even religiously affiliated consumers may engage in impulsive buying when emotionally triggered by digital and social media stimuli. Research limitations/implications The findings indicate that religiosity alone may be inadequate to mitigate FoMO-induced impulsive consumption. Institutions and marketers should incorporate psychological interventions such as self-concept enhancement and digital literacy education alongside value-based campaigns to promote ethical consumer behaviour in digital environments. The use of a relatively homogeneous sample of predominantly Muslim Generation Z consumers may limit the generalizability of the findings. In addition, Islamic religiosity was measured at a general level without distinguishing between intrinsic and extrinsic dimensions, and key psychological factors such as self-concept and emotion regulation were not included. Originality/value This study contributes to the literature by integrating Islamic religiosity, FoMO and digital consumer behaviour in a Muslim-majority context. It highlights the limitations of religiosity as a standalone moderating factor and calls for a more integrated behavioural model that includes psychological resilience among Gen Z consumers in Indonesia.