The Role of Servicescape of Second-Hand Clothing Stores on Impulse Buying for Generation Z

One of Generation Z’s most significant interests is their interest in dressing. Generation Z uses fashion as a way to express themselves. Their impulsive behavior makes them buy things quickly with lack of deliberation before making a purchase. They want new products, good quality, in terms of second-hand and fast fashion items. Using the SOR model, this study investigates the indirect and direct impact of consumers’ responses to positive emotions and clothing store environmental characteristics toward the store’s environment toward impulsive purchasing behavior. This research investigates how the variables correlate to the buyer’s positive emotional responses to influence impulse purchasing behavior. Library research is the method used in the study. It is a series of studies related to collecting library data or studies whose objects are investigated using library information (documents, magazines, historical stories, literature, scientific journals, and books). This study discovered a direct correlation between design characteristics and positive emotional responses, also a relationship between positive emotional reactions in servicescape and impulse buying. This study’s theoretical framework of impulsive buying for clothing has been conceptualized. Arranging appealing store design features can boost buyers’ positive emotions and impulse buying.