Vol. 14 No. 2 (2026): Business & Management Studies: An International Journal
Articles

The relationship between attachment dimensions and impulsive buying behaviour in Generation Y and Z women in romantic relationships: A field study

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  • Zehra Nihan Topsakal,
  • Prof. Dr. Dilaver Tengilimoğlu,
  • Prof. Dr. İrem Metin Orta,
  • Merve Mert
Zehra Nihan Topsakal
Atılım University, Ankara, Türkiye
Prof. Dr. Dilaver Tengilimoğlu
Prof. Dr., Atılım University, Ankara, Türkiye
Prof. Dr. İrem Metin Orta
Prof. Dr., Atılım University, Ankara, Türkiye
Merve Mert
Dr., Nişantaşı University, Ankara, Türkiye

Published 2026-06-25

Keywords

  • Romantic Relationship, Attachment Anxiety, Attachment Avoidance, Impulsive Buying Behaviour, Generation Y and Z
  • Romantik İlişki, Bağlanma Kaygısı, Bağlanma Kaçınması, Dürtüsel Satın Alma Davranışı, Y ve Z Kuşağı

How to Cite

The relationship between attachment dimensions and impulsive buying behaviour in Generation Y and Z women in romantic relationships: A field study. (2026). Business & Management Studies: An International Journal, 14(2), 630-643. https://doi.org/10.15295/bmij.v14i2.2720

Copyright (c) 2026 Zehra Nihan Topsakal- Prof. Dr. Dilaver Tengilimoğlu- Prof. Dr. İrem Metin Orta- Merve Mert

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The relationship between attachment dimensions and impulsive buying behaviour in Generation Y and Z women in romantic relationships: A field study. (2026). Business & Management Studies: An International Journal, 14(2), 630-643. https://doi.org/10.15295/bmij.v14i2.2720

Abstract

This study aims to examine the relationship between attachment dimensions in romantic relationships and consumer behaviour. Specifically, it explored the impact of adult attachment dimensions—attachment anxiety and attachment avoidance—on the impulsive buying tendencies of Generation Y and Z women currently in romantic relationships. An online survey was administered, and data were collected from a convenience sample of 385 women from Generations Y and Z living in Türkiye. The hierarchical regression analysis was conducted by controlling for participants' age and duration of their current romantic relationship. The results showed that attachment anxiety, but not avoidance, significantly affects participants' impulsive buying behaviour. The findings suggest that individuals with high attachment anxiety may use impulsive buying behaviour as a compensatory mechanism to manage their relational stress or to bolster their self-worth. These findings suggest that marketers should consider attachment security when addressing compulsive or impulsive consumer behaviours among younger adults.

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