Fast Food Impulsive Buying and Personality Interface: A Mediation Analysis of Retail Attributes and Psychological Antecedents

Personality has a long-standing influence on fast-food impulsive buying behavior. It would not be an exaggeration to suggest that it can draw young consumers into a difficult and often unhealthy purchasing cycle. Among the internal factors influencing young consumers, personality stands out as a key determinant in driving fast-food purchases. Beyond personality traits, other consumer-related aspects also challenge the decision-making process of young individuals, highlighting the combined impact of both extrinsic and intrinsic factors on fast-food purchasing decisions. In this study, two personality variables—extroversion and openness—were examined for their role in shaping fast-food impulsive buying behavior. Additionally, the mediating effects of three factors—emotional conflict, positive and unplanned buying, and retail attributes—were analyzed to understand how they influence the relationship between personality traits and impulsive fast-food purchases. The Hayes mediation method was employed to assess the direct, indirect, and total effects. The findings of this study are largely confirmatory, although certain variables presented results that contrast with existing literature. Overall, all three mediators were found to play a significant role in determining the association between personality traits and fast-food impulsive buying behavior.