Implusive shopping and overconsumption of Generation Z through the "Buy Now, Pay Later" service
Published: July 25, 2026
Abstract
Vietnam is experiencing notable changes in its e-commerce and financial sectors during the digital age, particularly with the introduction of the "Buy Now, Pay Later" (BNPL) service. This service is particularly popular among Gen Z consumers, who make up approximately 32% of the country's total population. Although the BNPL service provides convenience and flexibility to consumers, it also raises concerns regarding potential impulsive buying behaviors and excessive consumption. This study examined the influence of the BNPL service on Gen Z consumers’ shopping behavior. The study also proposed strategies for businesses and policymakers to promote the responsible and sustainable implementation of the BNPL service.
Keywords
generation Zbuy now pay laterimpulsive shoppinge-commercedigital financeconsumer behavior
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