Store, product, and culture: A systematic literature review of impulse buying research in Western and non-Western contexts

This systematic literature review explores the evolution of impulse buying (IB) behavior across store, product, and cultural classifications, synthesizing findings from 145 reports corresponding to 128 unique studies published between 2014 and 2024. The analysis reveals a dominant research focus on online environments, particularly in non-Western economies such as China, India, and Pakistan, where rapid digitalization and mobile commerce have reshaped consumer behavior. Multi-product and fashion categories emerge as the most frequently studied, underscoring their role in driving impulsive purchases across platforms. The study identifies the Stimuli–Organism–Response (S-O-R) theory as the prevailing conceptual framework, while also highlighting the growing integration of complementary models such as the Theory of Planned Behavior, Self-Congruence Theory, and Uses and Gratifications Theory in culturally diverse contexts. The findings illustrate a theoretical convergence around emotional and cognitive triggers but also expose conceptual fragmentation due to context-dependent variations. Practical implications suggest that retailers should design adaptive environments that harness digital stimuli to influence unplanned buying. The study advocates for future research that integrates cultural sensitivity, cross-platform consumer behavior, and underexplored product categories. This review contributes to advancing a more holistic and globally inclusive understanding of impulse buying in the digital era.