author(s)
Badisha V and Anilkumar M

abstract
This research article investigates impulse buying behavior among youth in shopping malls in Kerala, focusing on the interplay of demographic variables, psychological factors, store atmosphere, promotional activities, and social influences. By using a descriptive quantitative research design, data were collected through structured questionnaires from 90 participants aged 18-30. The findings reveal that gender and educational level have limited influence on impulse buying behavior, with only psychological factors showing a minor variation by education level. The regression analysis results indicate that store atmosphere, promotional activities, and social influences significantly impact impulse buying, with store atmosphere and social influences having a positive effect and promotional activities slightly negative, highlighting the role of mall environments and social interactions in shaping consumer behavior. This study provides valuable insights for retailers aiming to enhance engagement with young consumers in mall settings.