Impulse Buying in Physical Fashion Retail and the Mediating Role of Self-Control

This study investigates how personal traits, shopping motivations, and marketing stimuli influence impulse buying (IB) in Portuguese fashion retail, with self-control (SC) as a mediator. Data from 411 consumers were analyzed using PLS-SEM. Results show that fashion involvement, hedonic motives, and price sensitivity directly increase IB, while utilitarian motives reduce it. SC is a strong negative predictor of IB and fully mediates the effects of sales promotions and store ambiance on IB. The findings advance impulse buying theory by integrating trait-based, motivational, and situational factors into a unified S-O-R model, highlighting SC’s critical regulatory role. Practically, retailers can leverage hedonic appeals and promotions to stimulate sales, but should avoid overstimulation to preserve consumer trust and self-regulation.