Hedonic and Impulsive Consumer Behavior Stimulated by Social Media: Implications for Sustainable Fashion Marketing

Abstract

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior.

1. Introduction

Contemporary fashion marketing has undergone a radical transformation in recent years, primarily influenced by the advancement of digital technology, the proliferation of social media platforms, and the rising impact of online influencers. These transformations have significantly reshaped consumer behavior, altering the dynamics of consumer-brand interactions [1]. According to Rathore [1], traditional marketing methods focused predominantly on promoting products and their specific attributes. In contrast, contemporary digital fashion marketing prioritizes the creation of immersive, interactive, and emotionally engaging experiences that resonate with consumers beyond mere product features. Brands now craft narratives that align closely with consumers’ lifestyles, values, and personal aspirations, leveraging powerful storytelling through social media channels and influencer partnerships.

Importantly, these changes are particularly visible among youth populations (aged 18–35), who represent one of the most digitally active and sustainability-conscious consumer segments. Young consumers frequently rely on social media for fashion inspiration, product discovery, and social validation. At the same time, they are increasingly aware of the negative environmental impact of fast fashion and are open to adopting more responsible consumption habits when these are presented in engaging, emotional, and aspirational ways.

While traditionally associated with impulsive and hedonic purchasing behaviors, social media platforms are increasingly recognized for their potential to encourage sustainable consumption among youth populations [2,3]. There are already compelling examples of brands employing hedonic and impulsive marketing techniques not merely to boost sales but to actively promote responsible choices, such as buying second-hand clothing, supporting sustainable fashion brands, or encouraging clothing recycling. By redirecting the emotional gratification and immediate pleasure typically associated with impulsive shopping, brands can motivate young consumers toward environmentally responsible behaviors, thus transforming momentary impulses into long-term sustainable actions [4]. This study not only explores the psychological mechanisms that drive impulsive purchases but also aims to identify how these tendencies can be leveraged through social media marketing to promote sustainable fashion consumption among Romanian youth.

The widespread adoption of social media platforms has substantially influenced consumer decisions, not only as platforms for interpersonal communication but also as significant avenues for trend discovery and relaxation during leisure time. As shown by Vinerean and Opreana [2], social media plays an increasingly central role in the consumer journey, systematically guiding buying decisions through exposure to curated content, targeted advertisements, and influential recommendations. Social media thus facilitates a continuous stream of consumer engagement, reinforcing brand messages and enabling personalized marketing efforts.

Instagram has emerged as one of the most influential social media platforms globally, dramatically affecting consumer preferences and purchasing habits. According to Väkelä [3], fashion is among the top five categories most followed by social media users, with 42% engagement, underscoring its powerful appeal within digital communities. Instagram’s visual-centric nature makes it an ideal platform for fashion brands to showcase new collections, highlight unique designs and foster immediate consumer feedback. Moreover, features like Instagram Stories, live shopping sessions, and influencer endorsements enable instant gratification and foster spontaneous purchases by creating urgency and excitement around product launches.

In the context of Romanian consumers, social media exerts significant influence over hedonic and impulsive buying behaviors, particularly among younger demographics. Young consumers are notably drawn to novelty, latest fashion trends, and compelling visual storytelling, making them more prone to spontaneous purchasing decisions. Impulsive buying behavior, described as sudden, irresistible, and emotionally driven purchasing decisions, aligns closely with hedonic consumption patterns characterized by pleasure-seeking, emotional gratification, and entertainment [4]. However, the rising environmental awareness among young consumers also presents unique opportunities to align hedonic impulses with sustainable choices, utilizing the persuasive power of social media to foster pro-environmental attitudes and behaviors.

Several factors contribute to the increased susceptibility of Romanian consumers to hedonic and impulsive buying influenced by social media. Firstly, social media platforms amplify social comparisons, driving consumers toward products perceived as symbols of status or personal identity. Consumers often experience pressure to maintain their social image or adhere to peer expectations, making them particularly responsive to trends popularized through social media. Additionally, influencer marketing significantly impacts consumer decision-making processes by fostering trust, authenticity, and aspirational relationships between consumers and influencers. Influencers who share relatable content and personal experiences can effectively stimulate emotional connections and impulsive buying, driven by admiration and emulation. When these influential relationships are leveraged toward sustainability, influencers can effectively guide their audiences towards responsible consumerism [4].

Moreover, the ease and accessibility of online shopping platforms integrated directly into social media further facilitate impulsive purchases among Romanian consumers. Platforms such as Instagram Shopping provide seamless purchasing experiences, enabling consumers to instantly acquire products they encounter in their feeds. This frictionless shopping process reduces the cognitive evaluation typically involved in traditional shopping methods, thereby enhancing impulsivity—but it can also facilitate spontaneous sustainable purchases if eco-friendly options are prominently featured and attractively presented [2].

Furthermore, emotional states triggered by social media interactions significantly contribute to impulsive and hedonic buying behaviors. Positive emotions such as excitement, happiness, and desire are frequently elicited through visually appealing posts, influencer collaborations, and promotional content, encouraging immediate purchase actions to prolong or intensify these pleasurable feelings. Conversely, negative emotional states such as stress, loneliness, or boredom also prompt consumers toward impulsive buying as a coping mechanism or emotional escape, facilitated by the convenient accessibility of digital shopping. Brands now have the opportunity to harness these emotional drivers to reinforce positive associations with sustainability, creating lasting pro-environmental behaviors [4].

Understanding these consumer behaviors allows fashion marketers to strategically tailor their digital marketing efforts. By optimizing content to maximize emotional engagement, brands can more effectively tap into hedonic consumption motives. Additionally, employing data analytics to understand consumer preferences and behavior patterns enables marketers to personalize content and enhance targeted marketing, further fostering impulsive purchase tendencies. At the same time, these strategies can be adapted to highlight sustainable alternatives, integrating them seamlessly into the hedonic shopping experience.

Ultimately, the transformative power of contemporary digital fashion marketing lies in its ability to create deeply resonant, emotionally charged experiences that drive consumer engagement and impulsive buying. Social media platforms and influencers have become indispensable in shaping consumer perceptions, reinforcing aspirational lifestyles, and creating a culture where immediate gratification and emotional appeal dominate purchasing decisions. For Romanian consumers, particularly younger audiences, fashion brands that master these digital strategies will continue to successfully capitalize on the significant influence of hedonic and impulsive consumer behavior, while simultaneously driving meaningful change toward sustainability.

Therefore, the objective of this study is to investigate how social media can intensify hedonic and impulsive consumer behavior while also opening pathways for redirecting such behavior toward sustainable choices, especially in the context of fashion consumption. The research model focuses on identifying key influencing variables, mediated by emotional and behavioral mechanisms, and discusses the implications for sustainable marketing strategies.

The study seeks to answer the following research questions:

RQ1: How does social media influence hedonic and impulsive buying behaviors among young Romanian fashion consumers?

RQ2: What digital and emotional factors drive these behaviors, especially among youth populations concerned with sustainability?

RQ3: How can existing marketing mechanisms (e.g., promotions, influencer content, perceived need) be leveraged to encourage pro-environmental consumption through hedonic and impulsive pathways?

RQ4: How can social media marketing redirect impulsive buying behaviors toward sustainable fashion consumption among youth?

While numerous studies have explored the relationship between social media and consumer behavior, few have integrated hedonic and impulsive tendencies with sustainability outcomes in a unified framework. Most prior research has treated these domains separately—focusing either on emotional consumption patterns or on sustainable marketing practices—without fully exploring how one can support the other. This study addresses this gap by analyzing how emotional, digital, and marketing stimuli can be strategically aligned to redirect impulsive behavior toward pro-environmental consumption, especially among youth populations in emerging markets such as Romania.

The paper is structured as follows: Section 2 presents the theoretical background, Section 3 outlines the methodology, Section 4 discusses the findings, followed by the discussion in Section 5, and the final conclusions are drawn in Section 6.

2. Hedonic and Impulsive Buying Among Youth: Implications for Sustainable Fashion

2.1. Hedonic Consumption

Hedonism refers to a value concept and way of life that takes the comfort and abundance of material life and the full satisfaction of sensory desire as the purpose of life. The concept of hedonistic product corresponds to utilitarian consumption. In the process of practical consumption, consumers often start from the functional type and purpose of the product, pay attention to the utility and perform attributes of the product, and pursue the practical value to meet the actual needs. Hedonistic consumption refers to viewing consumption as an act of providing entertainment for the purpose of obtaining pleasure from consumption experience. It focuses on the emotional and irrational aspects of buying behavior [5].

Hedonic behavior on social media platforms is deeply rooted in the ability to give consumers sensory pleasure and emotional fulfillment. Instagram plays an important role in fostering hedonic behavior. The platform allows users to explore personalized and pleasing content, which satisfies their desires for relaxation and enjoyment. This aligns with the premise that Instagram offers “a new form of ‘window shopping’ as consumers tend to consult this social media platform, especially in the discover and consideration phase” [2]. Previous studies have highlighted that some crucial factors affecting hedonic consumption tendency and positive emotions are money, time availability, and fashion involvement [6]. An important issue about hedonic consumption is determining product-specific impulse buying behavior. When we talk about product-specific impulse buying, it is affected significantly by product involvement and it is an important factor supporting impulse buying tendencies [5].

Hedonic consumption in the context of sustainable fashion refers to the emotional gratification derived not only from product aesthetics or trends but also from ethical values, eco-conscious identity, and positive brand narratives. For many youth consumers, buying a sustainably produced garment can generate pleasure similar to or greater than that of traditional fast fashion purchases, when the process is presented as aspirational and enjoyable. Brands that frame sustainability as a lifestyle—rather than a constraint—tap into a deeper emotional reward that fuels both enjoyment and loyalty.

In the context of sustainable fashion, hedonic consumption does not necessarily contradict environmental goals. As shown by Wang and Griskevicius [6], emotional fulfillment and pleasure can be derived from values-based consumption, especially among younger consumers who see sustainable choices as a form of identity expression [7]. When framed attractively, sustainable products—such as organic fabrics or upcycled fashion—can evoke the same excitement and personal gratification as mainstream fashion, enabling hedonism to support rather than oppose sustainability [8].

Based on prior findings, we propose the following:

H1: 

Promotions positively influence hedonic buying behavior [4,9,10].

H2: 

Credit card availability positively influences hedonic buying behavior [11,12].

H3: 

Product attractiveness positively influences hedonic buying behavior [5].

H4: 

Price reductions positively influence hedonic buying behavior [9].

2.2. Impulse Buying Behavior

An interesting part of impulsive buying is that buyers are often completely unaware of the fact that they could be impulsive buyers. Being a behavior, impulse buying has no clarity in definition. This reinforces the fact that impulse buying behavior is completed with a very low level of personal involvement [7]. It was found that women are more prone to impulse buying due to the habit of dressing carefully, following fashion trends, and collecting the latest fashions. Interestingly, money and time availability, as well as fashion involvement, also affect hedonic consumption tendency and positive emotions [10].

The research from [9] reveals that price reductions create a sense of urgency, making consumers feel they must act immediately to close the deal. This sense of urgency often leads to impulsive buying. In addition, promotions trigger positive emotions, such as excitement, which increases the chances of unplanned buying [10]. Retailers frequently use countdown timers and limited-time deals to increase this psychological pressure. Retailers are known to use two particular pricing strategies that influence customers’ willingness to pay. Cost-plus approaches to pricing are based on uplifting the cost of the product to the retailer by a fixed percentage or additional cash margin, irrespective of prices at competitors. Meanwhile, competition- or market-based pricing uses observed or assumed prices at competitors as a basis for price setting [11].

The use of credit cards has a massive impact on impulsive buying behavior. Unlike cash payments, credit cards slow down the realization of financial consequences, encouraging consumers to spend more freely. The authors of [12] found that the ease of accessing credit influences impulsive purchases, especially for fashion items. People feel less guilt about spending money they do not immediately see leaving their accounts. This “buy now, pay later” mentality is often exploited by fashion retailers, particularly through payment installment options. Credit card availability and use are positively related to consumer spending and stimulate impulsive buying behavior [12].

Accordingly, we hypothesize the following:

H5: 

Promotions positively influence impulsive buying behavior [4,8].

H6: 

Credit card availability positively influences impulsive buying behavior [12].

In sustainable fashion contexts, impulsive buying behavior can also be positively redirected. For instance, emotionally charged campaigns promoting eco-limited collections, charity-driven sales, or “buy one, plant one” initiatives can trigger spontaneous decisions that align with the consumer’s identity and values. The spontaneity of these choices does not necessarily reflect irresponsibility; rather, they demonstrate that emotional impulse can serve as a fast track to pro-environmental action—especially when driven by influencers or peer norms.

Promotional activities have a huge impact on impulsive and hedonic buying behavior. The authors of [4] emphasizes the role of social media platforms like Instagram in promoting these activities. By creating exclusivity, brands drive consumers to make quick, unplanned purchases. Special events like “24-h sales” and “exclusive drop” also increase the fear of missing out, leading to impulsive buying. Additionally, personalized offers and targeted advertising enhance this effect by presenting specific deals to consumers.

2.2.1. Visual Appeal and Product Design

The attractiveness of products has a major effect on both hedonic and impulsive buying. Visual elements like color, material, and product design trigger emotional responses, encouraging consumers to purchase based on aesthetic appeal. The authors of [4] noted that products with bold, unique designs capture attention and drive impulse purchases. Retailers use visually appealing product displays, social media posts, and vibrant packaging to create a strong first impression, increasing the likelihood of an impulsive purchase. Window displays in physical stores and “shop the look” features online are effective tools in this regard. Consumers are able to interpret the attractiveness of a familiar product independently of the context in which the product is presented. However, when consumers encounter a product they are unfamiliar with or have even never seen before, they have no prior experience with the product and, thus, lack the ability to judge the product’s attractiveness [13].

2.2.2. Perceived Necessity and Social Triggers

Consumers often purchase products not out of genuine necessity but because of a perceived need. According to [5], this perception is influenced by marketing messages that present products as essential for happiness, social acceptance, or personal development. This perceived need frequently leads to impulsive purchases, especially for clothing and fashion items. Labels such as “limited collection” or “exclusive edition” create a sense of urgency, making consumers feel they must act quickly to avoid missing out. These tactics are commonly used in online marketing campaigns.

Thus, we hypothesize the following:

H7: 

Perceived necessity positively influences impulsive buying behavior [5].

2.2.3. Role of Social Media in Impulse Formation

Social media and online marketing: Social media platforms play a crucial role in shaping consumer perceptions and encouraging impulsive purchases. Platforms like Instagram, TikTok, and Facebook provide brands with an ideal space to showcase new collections, influencer endorsements, and product reviews. According to [8], influencers play a vital role in boosting brand engagement and stimulating impulsive buying behavior. The authentic and relatable content created by influencers resonates with their followers, encouraging them to “shop the look”. Interactive features like “buy now” buttons and shoppable posts make the purchase process quick and seamless.

Consequently, we hypothesize the following:

H8: 

Information sources positively influence impulsive buying behavior [8].

2.3. Emotional and Cognitive Triggers in Purchase Decisions

Decision-making in hedonic and impulsive purchases: Hedonic and impulsive buying decisions are often driven by emotions rather than logic. Impulsive purchases happen quickly, with little consideration of the consequences, while hedonic purchases emphasize pleasure and entertainment. According to [4], fashion involvement and emotional states such as joy and excitement are major drivers of impulse buying. Positive emotions increase the likelihood of unplanned purchases. Interactive shopping experiences, such as live streams and virtual try-ons, encourage consumers to engage in hedonic consumption. Retailers aim to create a “shopping adventure” that heightens consumers’ emotional experiences.

Dimensions: Consumer loyalty can be divided into attitudinal and behavioral dimensions. Attitudinal loyalty occurs when consumers develop an emotional attachment to a brand, while behavioral loyalty is reflected in repeat purchases. According to [5], emotional loyalty is developed through consistent positive shopping experiences and high product satisfaction. On the other hand, behavioral loyalty is often driven by reward programs, personalized promotions, and brand familiarity. In the fashion industry, loyalty programs that offer exclusive discounts, early access to sales, and points-based rewards encourage repeat purchases. Emotional connections to brands that promote sustainability, authenticity, and unique designs also foster long-term loyalty.

As such, we propose the following:

H9: 

Hedonic buying behavior positively influences attitudinal loyalty [5].

H10: 

Impulsive buying behavior positively influences attitudinal loyalty [4].

H11: 

Impulsive buying behavior positively influences behavioral loyalty [4].

H12: 

Attitudinal loyalty positively influences behavioral loyalty [5].

Psychological triggers of impulsive buying: Several psychological triggers contribute to impulsive buying behavior. The fear of missing out is a key driver, especially when brands use countdown timers, “limited stock” labels, and exclusive product launches. Another trigger is “social proof”, where consumers are influenced by the actions of others. Seeing positive reviews, comments, and large numbers of likes on a product encourages consumers to make impulse purchases. Retailers use these psychological triggers in both online and physical environments, creating an emotional appeal that prompts immediate action.

2.4. Redirecting Hedonic and Impulsive Behavior Through Sustainability Narratives

Although hedonic and impulsive consumer behaviors are often perceived as obstacles to sustainable consumption, emerging research demonstrates that these tendencies can be strategically redirected. Green impulse buying refers to unplanned purchases of sustainable products triggered by emotional or moral appeals. According to Wei et al. [14], emotional mechanisms such as environmental pride and concern can lead to spontaneous pro-environmental purchases when products are presented attractively in digital contexts.

In addition, Sütterlin and Siegrist [15] emphasize the role of visual environmental cues—such as eco-labels, minimalist packaging, and natural colors—in stimulating hedonic satisfaction through perceived ethical alignment. These cues enhance the aesthetic and symbolic value of sustainable products, aligning pleasure with responsible consumption.

Moreover, Diddi and Yan [16] found that for younger consumers, sustainable fashion consumption is often a form of identity expression. When sustainability messages are integrated into aspirational narratives via social media influencers, consumers report similar or greater emotional gratification compared to fast fashion. This supports the idea that values-based consumption can serve as a powerful emotional motivator in hedonic contexts.

Finally, Sundström and Radon [17] argue that the digital shopping environment itself—including mobile design, interactivity, and influencer presence—amplifies the impact of sustainability narratives on impulsive decisions. Emotional storytelling, combined with urgency or exclusivity, can successfully redirect spontaneous behavior toward ethical fashion choices.

3. Materials and Methods

In today’s digital landscape, social media plays a crucial role in shaping consumer behavior. As individuals spend increasing amounts of time engaging with brands, influencers, and advertisements on platforms such as Instagram and TikTok, their purchasing decisions are often influenced by emotional and impulsive triggers. This study explores the factors driving hedonic and impulsive buying behavior among Romanian consumers in the fashion industry, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach through WarpPLS.

Methodology

The research follows a structured process to develop and validate a conceptual model assessing the influence of various independent variables on hedonic and impulsive purchasing tendencies. The methodology consists of several critical steps, enhanced with illustrative graphical representations inspired by the relevant academic literature.

Defining Research Objectives

The primary goal of this study is to examine how social media stimulates hedonic and impulsive purchasing behaviors among young Romanian fashion consumers and to explore how these behaviors—mediated by emotional triggers and digital marketing strategies—can potentially align with sustainable consumption patterns. Specifically, it investigates the influence of promotional activities, credit card availability, price reductions, product attractiveness, perceived necessity, and informational sources on buying decisions. The research objectives are explicitly designed to reveal insights into consumer psychology and buying dynamics facilitated by social media interactions.

Defining Variables and Hypotheses

To understand how social media marketing influences purchasing behavior among young consumers, this study builds a conceptual model based on hedonic and impulsive consumption theories. The research specifically targets Romanian youth (aged 18–35), who are both digitally active and increasingly conscious of sustainability issues. Within this demographic, social media functions not only as a trigger for pleasure-seeking and impulsive purchases, but also as a potential gateway toward sustainable consumption—when emotional appeals and responsible messages are integrated effectively.

The model investigates how various marketing-related stimuli influence consumer behavior, considering both emotional and cognitive factors. Although the model does not introduce an explicit sustainability variable, several constructs are interpreted in light of their potential to support or redirect behavior toward pro-environmental outcomes.

Conceptual Model Variables

Independent variables:

Discounts (Reduceri): time-limited price reductions that trigger urgency.

Credit card usage (Card_cre): access to delayed payment options that decouple spending from immediate financial awareness.

Promotions (Promotii): targeted marketing stimuli, often emotionally charged, including those with sustainability themes.

Product attractiveness (Atr_Art): visual and aesthetic appeal of fashion items, which may include elements such as eco-friendly design, natural materials, or minimalistic branding.

Perceived need (Nevoia): the internalized sense that certain fashion items are “needed”, which can also stem from identity-related motivations such as environmental responsibility or social belonging to sustainability-oriented groups.

Information sources (Surs_inf): those including reviews, influencer content, and peer recommendations—some of which promote sustainable fashion choices.

Mediating Variables:

Hedonic buying behavior (Hedonic): emotionally driven, pleasure-seeking behavior, which can include the enjoyment of buying from sustainable brands if positioned attractively on social media.

Impulsive buying (Impulsiv): unplanned, emotionally triggered purchasing behavior that may be redirected toward eco-friendly options through strategic marketing cues.

Dependent Variables:

Attitudinal loyalty (Fid_atit): emotional attachment to brands, including those that demonstrate commitment to environmental values.

Behavioral loyalty (Fid_comp): actual repeat purchases, potentially driven by alignment with sustainability values as well as pleasurable shopping experiences.

Data Collection and Processing

To gather empirical evidence, a structured questionnaire was disseminated among Romanian consumers actively interacting with fashion brands via social media platforms. The questionnaire employed a Likert scale for capturing nuanced consumer responses regarding their perceptions and behaviors. The data were collected over a three-week period in March 2024 through an online questionnaire distributed via social media. The target population consisted of Romanian consumers aged 18–35 with active engagement in fashion-related content. Participation was voluntary, and inclusion criteria required respondents to have made at least one online fashion purchase in the past three months. Measurement constructs were adapted from validated scales in prior studies and rated on a 5-point Likert scale (1 = Strongly Disagree; 5 = Strongly Agree). Data were meticulously assessed for reliability and validity using statistical measures such as Cronbach’s Alpha and Composite Reliability, ensuring internal consistency and accuracy. The final sample consisted of 268 Romanian respondents aged between 18 and 35 years, with 65% identifying as female and 35% as male. Respondents were selected through convenience sampling, specifically targeting individuals who actively follow and engage with fashion-related content on social media platforms such as Instagram and TikTok. While the population frame was not formally established due to limitations in social media audience data, we relied on non-probabilistic convenience sampling targeting the most relevant segment—young fashion-interested consumers. Although not randomly selected from a known population, the sample characteristics align closely with the intended demographic of this study, enhancing the relevance and ecological validity of the findings.

Model Development in WarpPLS

The conceptual model was operationalized using Partial Least Squares Structural Equation Modeling (PLS-SEM), implemented through WarpPLS 8.0. This modeling approach is well suited for exploring complex relationships between latent variables, especially in behavioral and marketing research. It allows for both linear and non-linear paths and is particularly appropriate given the sample size and exploratory nature of the study. All constructs were measured using multi-item scales adapted from validated instruments, with reliability and validity tested via Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted (AVE).

To enhance clarity, graphical representations were developed to illustrate these relationships, inspired by the specialized literature. For instance, graphical models clearly indicate the pathways of influence from independent to dependent variables, visually showcasing mediation effects. Literature-derived diagrams illustrate typical response patterns, facilitating intuitive comprehension of the research findings.

Evaluating the Measurement Model

Construct validity was rigorously tested through convergent and discriminant validity assessments, employing the Average Variance Extracted (AVE) criterion. AVE results demonstrated satisfactory levels of explained variance, affirming that each latent variable captured distinct and relevant facets of consumer behavior. Graphical representations, such as scatter plots and correlation matrices inspired by the established literature, visually supplemented these statistical findings, making it easier to identify latent variable clusters and potential overlaps.

4. Results

The final sample included 268 respondents, predominantly female (65%), aged between 18 and 35, all of whom actively follow fashion content on Instagram and/or TikTok. This demographic focus aligns with the study’s emphasis on digitally active, youth-driven consumer behavior in Romania, a segment increasingly responsive to both digital marketing and environmental messaging.

This structural model evaluation included a detailed analysis of path coefficients (β), statistical significance (p-values), and explained variance (R²). These analyses clearly delineated how strongly each independent variable impacted hedonic and impulsive buying behaviors, subsequently affecting consumer loyalty measures (Figure 1). Literature-inspired visualizations, such as path diagrams and structural equation modeling outputs, reinforced the interpretability of results by providing intuitive visual feedback on relationships and relative influence strength among variables.

Table 1. Results of the structural model: standardized path coefficients (β), significance levels (p), and explained variance (R²).

Determinants	β Coefficient	Significance	Explained Variance (R2)
Hedonic Buying Behavior			0.61
Promotions	0.24	p < 0.01
Credit card usage	0.45	p < 0.01
Product attractiveness	0.07	p = 0.08 (NS)
Price reductions	−0.01	p = 0.41 (NS)
Impulsive Buying Behavior			0.5
Credit card usage	0.45	p < 0.01
Promotions	0.24	p < 0.01
Information sources	0.23	p < 0.01
Perceived necessity	0.12	p < 0.01
Product attractiveness	0.16	p < 0.04
Impact on Consumer Loyalty			Attitudinal Loyalty: 0.55; Behavioral Loyalty: 0.52.
Hedonic → attitudinal loyalty	0.42	p < 0.01
Impulsive → attitudinal loyalty	0.45	p < 0.01
Impulsive → behavioral loyalty	0.39	p < 0.01
Attitudinal → behavioral loyalty	0.34	p < 0.01

(NS, non-significant.)

presents the main results of the structural model, including the standardized path coefficients (β), significance levels (p), and explained variance (R²) for each construct.

Findings and Interpretation

4.1. Determinants of Hedonic Buying Behavior

Promotions (β = 0.24, p < 0.01) and credit card usage (β = 0.45, p < 0.01) significantly drove hedonic purchases, suggesting that young consumers are highly receptive to emotionally engaging, time-sensitive offers, especially when accompanied by financial flexibility (Figure 1).

Product attractiveness (β = 0.07, p = 0.08) had a weak, non-significant impact, indicating that aesthetic appeal alone does not strongly trigger hedonic shopping.

Price reductions (β = −0.01, p = 0.41) were not a significant determinant, suggesting that consumers value experiential aspects more than mere price discounts.

These findings confirm H1 and H2, while H3 and H4 are not supported by the data.

The explained variance of R² = 0.61 indicated that 61% of hedonic buying behavior variability is accounted for by the model.

4.2. Determinants of Impulsive Buying Behavior

Credit card usage (β = 0.45, p < 0.01) emerged as the most influential predictor, reinforcing the notion that deferred payment options encourage spontaneous purchases.

Promotions (β = 0.24, p < 0.01) and information sources (β = 0.23, p < 0.01) also played a significant role, highlighting the impact of social media marketing.

Perceived necessity (β = 0.12, p < 0.01) and product attractiveness (β = 0.16, p < 0.04) showed moderate effects, suggesting that perceived need partially drives impulsive behavior.

Our results support H5, H6, H7, and H8, confirming the multifactorial nature of impulsive buying behavior in this context.

The explained variance of R² = 0.50 indicated that 50% of impulsive behavior variability is explained by the model.

4.3. Impact on Consumer Loyalty

Hedonic buying behavior positively influenced attitudinal loyalty (β = 0.42, p < 0.01), indicating that emotionally-driven shopping fosters brand attachment.

Impulsive behavior significantly influenced both attitudinal loyalty (β = 0.45, p < 0.01) and behavioral loyalty (β = 0.39, p < 0.01), suggesting that spontaneous purchases increase repeat shopping tendencies.

Attitudinal loyalty strongly influenced behavioral loyalty (β = 0.34, p < 0.01), confirming that emotional brand connections lead to long-term customer retention.

The analysis supports H9, H10, H11, and H12, reinforcing the link between emotional and behavioral loyalty in digitally mediated environments.

The explained variances of R² = 0.55 for attitudinal loyalty and R² = 0.52 for behavioral loyalty highlighted the predictive power of the model.

5. Discussion

The results obtained align with previous findings by Park et al. [4], who also confirmed the significant role of promotional cues in driving impulse and hedonic buying behavior. However, the limited effect of price reductions found in our study contrasts with Chauhan et al. [9], suggesting that Romanian consumers may prioritize emotional engagement and experience over simple price incentives. Moreover, the influence of credit card availability on impulsive purchases confirms the observations of González-Rodríguez et al. [12] regarding the psychological decoupling between spending and perceived financial impact. These comparisons underscore the contextual specificity of consumer behavior and the importance of culturally tailored marketing strategies. Each of the findings highlights specific pathways through which digital tools and consumer perceptions interact. For example, the strong effect of credit card availability on impulsive buying confirms the behavioral role of perceived payment delay, while the non-significant effect of price reductions on hedonic buying behavior reflects a shift in consumer priorities toward emotional gratification and experiential value. Similarly, the impact of information sources underlines the growing trust in peer reviews and influencer content as decision-making anchors.

These findings resonate with the recent research by Jain and Mishra [18], who found that digital marketing campaigns that integrate sustainability narratives significantly increase engagement among fashion-conscious millennials. Their study supports the idea that emotional content paired with eco-conscious messaging enhances not only impulsive interest but also long-term consumer commitment to sustainable brands.

The findings of this study offer both confirmatory and unexpected insights into hedonic and impulsive consumer behavior within the digital fashion context. The significant effect of promotional stimuli on both hedonic (H1) and impulsive (H5) buying behavior aligns with the prior research by Park et al. [4] and Jain and Mishra [18], who highlight the role of experiential and emotionally appealing marketing cues in driving consumer engagement. These results reinforce the importance of strategically curated promotional content in influencing immediate and emotionally driven purchase decisions among young consumers.

In contrast, the lack of significance for product attractiveness (H3) challenges earlier findings such as those by Liao [5], who identified visual appeal as a key determinant of hedonic interest. One possible explanation is the increasing emphasis on content authenticity and social proof over aesthetic design, particularly within youth-driven social media ecosystems. For Gen Z consumers, purchase motivation may be less about visual appeal and more about perceived social alignment and identity expression through fashion.

Similarly, the non-significant impact of price reductions (H4) suggests a shift away from utilitarian value-seeking behavior toward more experiential and symbolic consumption, as suggested by Lee et al. [19]. This could also reflect a higher tolerance for premium pricing when products are perceived to resonate emotionally or ethically—for example, when tied to sustainability messaging.

Furthermore, the strong influence of information sources (H8) on impulsive buying supports findings from Parguel et al. [20], emphasizing the power of influencer communication, peer reviews, and digital storytelling in shaping spontaneous consumption behavior. These findings collectively suggest that emotional and informational cues embedded in social media have a greater impact on consumption decisions than traditional product features or price-based incentives.

6. Conclusions

The findings of this study provide crucial insights into the mechanisms through which social media influences consumer behavior in the fashion industry, particularly among youth populations. Promotional strategies and financial flexibility effectively drive hedonic and impulsive shopping behaviors, emphasizing the significant role of emotional engagement in modern marketing. Consumers, especially younger demographics, are captivated not only by discounts but increasingly by the overall shopping experience, exclusivity, and strategically communicated needs.

Social media platforms serve as catalysts in shaping these behaviors, fostering instant gratification through visually appealing content, influencer endorsements, and interactive shopping tools. Crucially, these same platforms offer unexplored potential to redirect impulsive and hedonic tendencies towards sustainable consumption. By leveraging appealing visual narratives and influential endorsements, fashion brands can motivate young consumers not only toward immediate gratification but also toward making environmentally responsible choices, such as purchasing second-hand items, recycling, and supporting sustainable brands.

Additionally, the limited impact of price reductions alone on hedonic buying behavior suggests that brands should prioritize immersive digital strategies, enhancing product value perception through emotional and experiential engagement rather than focusing solely on price competition. Fashion retailers could harness the power of social proof and scarcity tactics not only to stimulate sales but also to promote sustainable product choices and environmentally conscious shopping journeys.

Moreover, personalized interactions facilitated by sophisticated data analytics are essential for precisely targeting youth segments prone to hedonic impulses. By understanding individual emotional triggers and sustainability concerns, brands can effectively deliver tailored messages that simultaneously satisfy emotional desires and encourage sustainable actions. High-quality visual storytelling, including emerging technologies like augmented reality (AR) and virtual reality (VR), can significantly amplify both emotional responses and sustainable engagement, making eco-friendly lifestyles desirable and aspirational.

Influencers and micro-influencers hold particular importance, as young consumers frequently identify with them as authentic, trustworthy, and relatable figures. Selecting influencers whose lifestyles and values align with sustainability allows brands to foster credibility, emotionally resonant messages, and positive pro-environmental social norms. Influencer marketing thus provides an opportunity to integrate sustainability organically into hedonic marketing practices, leveraging social proof to encourage more conscious buying decisions among young consumers.

Interactive and seamless social media shopping functionalities also contribute significantly, not only facilitating impulsivity but potentially streamlining sustainable purchase decisions. Integrating clear, accessible options for eco-friendly and sustainable products within these platforms can help reduce barriers and promote spontaneous yet environmentally conscious purchasing behaviors.

Furthermore, cultivating vibrant online communities around sustainability and facilitating meaningful interactions can amplify the emotional benefits of sustainable choices. Such communities foster a sense of belonging and shared purpose, factors highly influential among younger generations, driving deeper loyalty not only to brands but to the values of sustainability itself. Active community engagement provides real-time insights, allowing brands to continuously adapt their marketing to better align with youth expectations regarding ecological responsibility.

Ultimately, this research highlights the evolving nature of youth consumer decision-making within the digitally mediated environment. By integrating sustainability explicitly into hedonic and impulsive marketing strategies, fashion brands can ensure not only short-term growth but also long-term loyalty grounded in responsible consumption. The nuanced interplay between emotional engagement, impulsivity, and sustainability awareness provides a powerful foundation for fashion retailers seeking sustainable business success in an increasingly environmentally conscious youth marketplace.

Our conclusions are also aligned with Lee et al. [19], who argue that shopping value orientation—particularly experiential and social values—plays a critical role in how consumers perceive and respond to sustainable marketing on social media. This insight reinforces the need to frame sustainability in emotionally appealing narratives, especially when targeting young and trend-sensitive audiences.

Future research could explore longitudinal effects of sustainability-oriented social media interventions and consider additional variables such as environmental identity or regulatory focus. Future research could also investigate the role of emotional appeals such as guilt or pride in prompting impulse purchases of sustainable products, as suggested by Parguel et al. [17]. Their findings indicate that emotionally charged sustainability cues may successfully convert impulsive tendencies into pro-environmental actions, offering a promising direction for future experimentation in social media contexts.

6.1. Theoretical Implications

This study contributes to the literature by integrating hedonic and impulsive consumption theories with sustainability narratives in a social media context. It confirms the predictive capacity of emotional engagement in consumer decision-making and proposes a nuanced pathway through which digital stimuli influence loyalty outcomes.

6.2. Practical Implications

Marketers can use these findings to optimize social media strategies, focusing on emotional storytelling, influencer credibility, and visual engagement to stimulate both loyalty and responsible consumption. Tailored campaigns that blend hedonic triggers with sustainability messages can effectively influence young digital consumers.

6.3. Limitations and Future Research

The study is limited by its non-random sampling and cross-sectional design. Future research could apply experimental or longitudinal methods and explore variables such as environmental identity or emotional triggers (e.g., guilt, pride). Additional research across other cultural contexts may also refine the model’s applicability.