Analysing Impulse Buying Behaviour Among Gen Z in Online Shopping: Evidence from Kamrup Metro, Assam.

India is considered to have one of the largest youngest populations globally (Ministry of External Affairs Govt. of India, 2021). Generation Z, often termed Gen Z, is a large target demographic for organisations in the e-commerce space. As mentioned by (Tamara, C. A. J., Tumbuan, W. J. A., & Gunawan, E. M. 2023), Gen Z customers born between 1997 and 2012 are considered digital natives because they grew up with technology. Impulse buying behaviour among Gen Z is an insightful area of interest for e-commerce platforms due to their growing purchasing power and reliance on online shopping, which exhibit unique psychological and emotional behaviours influenced by digital platforms. The findings are based on a pilot survey conducted with 57 respondents, providing insights into demographic profiles, shopping preferences, and influencing factors. The study identifies key triggers, including discounts, flash sales, and social influences, alongside emotional aspects such as FOMO (Fear of Missing Out) and trust in platforms. Recommendations are proposed for e-commerce platforms to better engage Gen Z consumers while addressing their psychological and emotional needs. This study investigates the triggers and emotional and psychological factors driving impulse buying behaviour among Gen Z in Kamrup Metro, Assam.