Behavioral addiction is a form of addiction that involves a compulsion to engage in a rewarding non-substance-related behavior that can be maladaptive. This paper intends to look at one such behavioral addiction: impulse buying. Researchers define impulse buying as an unplanned and unintended purchase made rapidly, on the spot, without much reflection, preceded by exposure to a stimulus and a sudden and powerful buying urge (Beatty & Ferrell, 1998; Zheng et al., 2019). According to the theory of consumption values, green consumption values (GCVs) are defined as one's tendency to express environmental protection values through purchases and consumption behavior (Haws et al., 2014). Present-day technological applications often render resisting impulse consumption counterproductive. Further, these applications, such as instant food delivery apps, shopping apps, and gaming apps, induce feelings of “high” or “happiness” through instant gratification, which is most often temporary. The second factor, financial stress, also greatly affects impulse buying. Financial stress is defined as psychological stress resulting from perceiving a lack of financial resources and a lack of control over one's financial situation (Starkey et al., 2012). Contrary to common belief, perceived financial distress does not inhibit impulse buying decisions, thus qualifying it as a maladaptive addictive behavior. The pilot study conducted on 21 females and 9 males aged between 18 and 35 measured impulse buying behavior, green consumer values, and perceived financial distress using the Impulse Buying Scale, Green Consumer Value Scale, and APR Financial Stress Scale, respectively. Correlational statistics revealed an insignificant correlation [r = -0.04] between impulse buying and green consumer values as well as impulse buying and financial distress [r = -0.04], thus indicating a lack of inhibition during impulse buying, rendering it an addictive behavior that needs further study. This study aims to fill this research gap by delving deeper into the above-stated problem statements using a correlational research design and will attempt to provide practical solutions for the same.

Keywords: Behavioral addiction, Impulsive buying, Green consumer values, Perceived financial stress, Instant gratification