Fear, Influence, and Scarcity: Drivers of Impulsive Buying Behavior in Nepalese Consumers amidst the COVID-19 Pandemic

Impulsive purchasing behaviour is a situation where consumers make purchases without demanding consideration or forethought. This study investigated the factors which influenced this behaviour among Nepalese consumers during the COVID-19 pandemic. The study utilised a quantitative technique with descriptive and causal research design. It utilised a self-administered survey to collect data from 390 respondents living in metropolitan areas in Nepal. The study indicates three factors that led to impulsive buying behaviour during the pandemic: fear psychology, peer influence, and limited supply and availability of goods. The findings indicate that factors such as limited supply and availability of goods have a substantial influence on customers' inclination to make impulsive purchases. The study enhances the existing knowledge on consumer behaviour and crisis management by offering insights into the contextual factors that influence impulsive buying behaviour during a worldwide health crisis.