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The influence of culture on impulse buying: A cross-cultural study on impulse buying
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]


Impulse buying is increasingly grown and it creates up to 80% of all purchases in certain low involvement product categories. In Sweden, a Swede can spend 20000SEK a year for impulse shopping in average. On the other hand, impulse buying is calculated to be strongly grown in the emerging markets such as Vietnam and Turkey. Due to the steady economic growth of 7% every year in Vietnam, it leads to a higher demand in shopping of the consumers. Similarly, Turkey’s economy is considered as one of the fastest growing economies in Europe and consequently leads to the increase of impulse buying behavior among the customers.


The purpose of the present study is to expand the understanding of the impulse buying behavior by looking further into the role of culture in cross-cultural contexts


H1-There is a significant relationship between individualism-collectivism and impulse buying behavior.

H2- There is a significant relationship between power distance and impulse buying behavior.

H3- There is a significant relationship between uncertainty-avoidance and impulse buying behavior

H4- There is a significant relationship between masculinity-femininity and impulse buying behavior


Three focus groups and seven interviews are served as the pre-study and a cross-cultural questionnaire is substantially conducted across three countries: Sweden, Turkey and Vietnam.


Culture generates certain effects on impulse buying behavior and the influence is diverse across these countries. However, the findings also indicate that there could be other factors that could affect impulse buying behavior.

Place, publisher, year, edition, pages
2016. , 95 p.
Keyword [en]
Impulsive buying, culture, power distance, individualism/collectivism, uncertainty avoidance, masculinity/femininity.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-53485OAI: diva2:936730
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
2016-05-26, Hus M, Linnaeus University 352 52 Växjö, 13:29 (English)
Available from: 2016-06-17 Created: 2016-06-14 Last updated: 2016-06-17Bibliographically approved

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