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Family Name, Fist Name. 2023. Title. Jurnal Aplikasi Manajemen, Volume 21, Issue 1, Pages 01-20.
DOI: http://dx.doi.org/10.21776/ub.jam.2022.021.1.01.
THE EMOTIONAL PATHWAYS LINKING MINDFULNESS AND IMPULSIVE BUYING
AMONG YOUNG WOMEN MAKEUP ENTHUSIAST
Sendi Aulia1, Dini Turipanam Alamanda1, Grisna Anggadwita2, Dinar Mariam Kurniati3
1Garut University, Indonesia
2Telkom University, Indonesia
3Mark Oliphant College, Australia
Abstract: In the digital era, the rise of social media marketing exposes young women to cosmetic advertisements, often triggering impulsive purchases. This study aims to explore the psychological and social factors influencing impulsive buying, focusing on how mindfulness affects beauty product purchases among Indonesian young women. Using a quantitative survey approach, data were collected from 321 Indonesian women aged 13–24 who use cosmetics. A non-probability sampling method was applied, and validity and reliability tests were conducted. Data analysis employed the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach using IBM AMOS 26.0. Findings indicate that mindfulness does not directly influence impulsive buying but operates through fear of negative evaluation (FNE) and emotional intelligence (EI) as mediators. Mindfulness reduces impulsive purchases by lowering FNE, while EI has a significant negative effect on impulsive buying. This study underscores the importance of ethical marketing in the cosmetics industry, advocating for consumer education to curb impulsive spending and foster brand loyalty. Additionally, it highlights the need for emotional intelligence training to help young consumers make informed decisions. By revealing the indirect role of mindfulness through FNE and EI, this study contributes novel insights to the literature on adolescent women consumer behavior in Indonesia.
Keywords: Mindfulness, Impulsive Buying, Fear of Negative Evaluation, Emotional Intelligence, Self-Esteem, Self-Reward
Received November ‘22 Revised November ‘22 December ‘22 January ‘23 Accepted February ‘23
J u r n a l A p l i k a s i M a n a j e m e n
JAM
J o u r n a l o f A p p l i e d M a n a g e m e n t V o l u m e 2 1 N u m b e r 1
M a r c h 2 0 2 3
2 1 | 1 | 2 0 2 3
INTRODUCTION
The Indonesian makeup industry is experiencing rapid growth, with projected revenue reaching US$1.94 billion by 2024 and an annual growth rate of 4.86% from 2024 to 2029 (Statista, 2024). Consumer behavior in this sector reflects a shift toward increased spending on cosmetics, with 54% of Indonesian women preferring local brands (Pahlevi, 2022). Additionally, the ease of online shopping has fueled impulsive buying, particularly among young women. In the first quarter of 2024, e-commerce sales of beauty products exceeded Rp900 billion, with 78% of female consumers actively shopping during major promotional events (Annur, 2024). Despite the growing market, impulsive buying remains a concern as it can lead to financial strain and emotional distress. Research suggests that mindfulness plays a key role in curbing impulsive behavior (Hardini et al., 2023), yet its application in consumer decision-making, particularly in the beauty industry, remains underexplored.
Therefore, understanding the psychological mechanisms behind impulsive buying among young female consumers is crucial for both consumer well-being and sustainable industry growth.
Impulsive buying is closely linked to psychological factors such as mindfulness, emotional intelligence, and fear of negative evaluation (FNE). Studies show that higher mindfulness correlates with reduced impulsive buying tendencies due to improved self-control (Brunelle and Grossman, 2022; Dhandra, 2020).
Conversely, individuals who experience higher FNE are more prone to impulsive purchases, driven by social pressures and the desire for peer validation (Cintamür, 2023; Naeem, 2021).
Emotional intelligence (EI) also plays a crucial role, as emotionally intelligent consumers tend to have better impulse regulation and decision- making skills, reducing the likelihood of unnecessary purchases (Khan et al., 2021).
Additionally, self-esteem influences impulsive buying, as individuals with lower self-esteem often engage in shopping as a coping mechanism (Biolcati, 2017; Zheng et al., 2020). Meanwhile, self-rewarding behavior, where individuals justify purchases as “treats” for themselves, can reinforce impulsive tendencies (Darrat et al., 2023; Feurer
and Haws, 2022). By examining these relationships, this study seeks to clarify how mindfulness interacts with FNE, EI, self-esteem, and self-reward to shape impulsive buying behavior.
This study focuses on Indonesian adolescent women (aged 13–24) who use cosmetic products, as this demographic is particularly vulnerable to impulsive buying driven by social and emotional influences (Utama et al., 2021; Van Tran et al., 2023). Adolescents are highly susceptible to peer pressure, beauty trends, and social media promotions, which encourage them to make unplanned purchases (Mulyono and Rusdarti, 2020) not out of necessity, but to fulfill desires and follow trends promoted online (Nasution et al., 2023). Exposure to content on social media can cause feelings of dissatisfaction in teenagers and encourage them to imitate the lifestyle displayed, which often leads to consumer behavior and psychological stress (Hunaifi et al., 2024). Furthermore, the increasing popularity of
"Buy Now, Pay Later" (BNPL) services, such as Shopee PayLater and OVO PayLater, has made impulsive spending easier, potentially leading to financial risks (Dyatmika et al., 2023). The beauty industry is a particularly relevant sector for this study, as 67% of Indonesian women prefer using at least three makeup products daily (Wisnubrata, 2023), demonstrating strong consumer engagement. Understanding how psychological factors influence impulsive beauty purchases in this segment can offer valuable insights into promoting responsible consumer behavior.
Despite existing studies on impulsive buying and mindfulness, research focusing on young female consumers in Indonesia remains limited. Most prior studies have examined the general adult population or Western contexts, leaving a gap in understanding how cultural and societal influences shape impulsive buying among Indonesian adolescent women (Mulyono and Rusdarti, 2020). Additionally, while previous research has linked mindfulness to reduced impulsivity (Hardini et al., 2023), the specific mediating roles of FNE, EI, self-esteem, and self- reward in this relationship remain unexplored.
Studies also lack a comprehensive approach that integrates these psychological aspects into a single framework. Furthermore, there is limited research
on how social media marketing and promotional events contribute to impulsive buying in the beauty sector, despite their significant role in shaping consumer behavior (Annur, 2022).
Addressing these gaps will provide a more nuanced understanding of how mindfulness and emotional factors influence impulsive purchases in young female consumers.
This study fills the research gap by exploring how mindfulness indirectly influences impulsive buying through FNE, EI, self-esteem, and self-reward. The novelty of this research lies in its integrated psychological approach, examining how these mediators shape impulsive buying behavior among Indonesian adolescent women in the beauty industry—a context that has not been widely explored. The study’s findings will benefit both academia and industry by offering insights into ethical marketing, consumer education, and financial literacy to promote responsible shopping habits. The objectives of this study are to (1) examine the indirect effect of mindfulness on impulsive buying, (2) analyze the mediating roles of FNE, EI, self-esteem, and self- reward, and (3) provide recommendations for marketing strategies and consumer education programs that encourage mindful consumption in the cosmetics industry.
LITERATURE REVIEW Impulsive Buying
Impulsive buying is a purchasing behaviour that occurs spontaneously without prior planning, often influenced by emotional drives or environmental factors. Adolescents tend to buy things not because of need, but to fulfill desires and follow trends promoted on social media (Monica et al., 2022). This behaviour is common in adolescents who are more easily influenced by interpersonal influences and fear of negative evaluation from others (Bandyopadhyay, 2016;
Tran, 2022). Several psychological factors are known to contribute to this impulsive behaviour.
Low mindfulness is one of the causes of impulsive buying because individuals who are less aware of their emotional state and tend to be more easily influenced by impulsive urges when shopping (Dhandra, 2020; Park and Dhandra, 2017). In addition, contingent self-esteem, namely self- esteem that depends on the assessment of others, is
also related to impulsive buying, especially in women who are afraid of negative criticism (Zheng et al., 2020). Other emotional factors, such as low levels of emotional intelligence, also have a correlation with impulsive buying tendencies.
People who have low emotional management skills will find it more difficult to control spontaneous impulses, resulting in unplanned consumer behavior (Ali et al., 2021). These findings suggest the importance of developing self-regulation to reduce the risk of impulsive behaviour.
Mindfulness
Previous research has shown that high mindfulness can reduce a person's impulsive buying behaviour (Dhandra, 2020; Hussain et al., 2023; Nawaz et al., 2021). Mindfulness helps a person maintain a balance between emotions and impulsive impulses, which is crucial in avoiding consumptive behaviours such as impulsive buying. A person with high mindfulness tends to avoid making impulsive purchases triggered by promotions on social media (Hardini et al., 2023).
Adolescent women with high mindfulness tend to avoid impulsive purchases when shopping online (Lesmana, 2017). Individuals with low mindfulness tend to have difficulty regulating emotions and are more prone to impulsive urges when shopping (Lesmana, 2017; Lim and Kim, 2022). Instead, mindfulness creates a wise response, not based on momentary impulses (Tobias Mortlock, 2023). In addition, mindfulness can improve self-regulation for consumers (Schomburgk and Hoffmann, 2023) which can ultimately improve the overall quality of life (Park and Dhandra, 2017). Mindfulness helps reduce emotional reactivity, helps to delay purchases, evaluate needs rationally, and accept oneself without social pressure or external promotion (Kabat-Zinn, 2003). This makes mindfulness an important factor in understanding and reducing impulsive buying behaviour.
Fear of Negative Evaluation
A person with concerns about criticism or negative judgment from others can have an impact on their consumption behaviour. Studies show that individuals who are anxious about how they are judged by others are more likely to make impulse
purchases as a way to cope with such anxiety (Ali et al., 2021; Zia and Shahzad, 2018). Fear of negative evaluation can influence consumer decision-making, especially when they feel pressure to adjust to social expectations. The greater the fear of negative evaluation, the higher the tendency of individuals to buy impulsively as a form of escape from social pressure (Cintamür, 2023; Naeem, 2021). This factor is more pronounced in adolescents women, who are more sensitive to interpersonal influences and social criticism (Bandyopadhyay, 2016; Zheng et al., 2020). Fear of negative evaluation not only makes a person emotionally depressed but can also worsen consumption behaviour by encouraging unplanned purchases. This shows the importance of a deeper understanding of the impact of fear of negative evaluation in the context of consumer behavior, especially on vulnerable groups such as adolescents women.
Emotional Intelligence
The capacity to identify, comprehend, control, and successfully employ emotions in a variety of contexts, including as social interaction and decision-making, is known as emotional intelligence (Alkozei et al., 2016; Harahap and Ali, 2020). Consumers with good emotional intelligence can manage their emotions well and control impulse buying impulses (Khan et al., 2021). Research shows that emotional intelligence can reduce the influence of materialism and compulsive buying behavior through improved emotional regulation (Lekavičienė et al., 2022).
Emotional intelligence provides the ability to respond to situations rationally, thus supporting wiser decision-making in the context of purchasing goods and services. This makes emotional intelligence one of the important factors in understanding and reducing impulsive buying behaviour.
Self-Esteem
Self-esteem is an individual's subjective assessment of their own worth and abilities, which reflects their belief in their self-worth (Isserow, 2023). In the context of consumer behaviour, high self-esteem has a positive relationship with an individual's ability to control unplanned purchasing behavior. Individuals with high self-
esteem have better mindfulness, which serves as a regulatory mechanism in reducing impulsive buying (Dhandra, 2020; Park and Dhandra, 2017).
In addition, self-esteem can mitigate the fear of negative evaluation, which is often a trigger for impulsive buying behaviour (Cintamür, 2023).
High self-esteem allows individuals to be more confident in their decisions, thereby reducing dependence on social validation and preventing unnecessary shopping urges. Self-esteem is also correlated with self-control ability, where individuals who have high self-esteem are better able to manage emotions and stress, including the urge to make impulsive purchases (Olsen et al., 2022). Thus, increasing self-esteem can be a preventive strategy in excessive consumer behaviour, while also improving individual emotional well-being.
Self-Reward
Self-reward is one of the motivations for consumer behaviour, especially in the context of purchasing. Self-reward is often used as a mechanism to improve emotional well-being or as an escape from pressure and stress (Hu et al., 2022). However, self-reward can also trigger impulsive buying behaviour, especially when individuals feel compelled to give themselves gifts as a way of dealing with psychological burdens (Darrat et al., 2023). The self-reward phenomenon is often related to the concept of self-gifting, which is giving gifts to oneself as an expression of appreciation or personal satisfaction. Individuals with self-gifting habits tend to be more easily influenced to make impulsive purchases (Iyer et al., 2020; Moser et al., 2019). In some cases, the urge to reward oneself can be the main reason for unplanned consumer behaviour (Suher and Hoyer, 2020), especially in individuals who use purchasing as a form of emotional regulation (Chen and Pham, 2019). Thus, although self- reward can provide psychological benefits, its excessive use without good emotional regulation can increase the risk of excessive consumer behaviour.
HYPOTHESIS DEVELOPMENT Mindfulness on Impulsive Buying
Research shows that high levels of mindfulness help reduce impulsive buying
tendencies. A person with high mindfulness tends to avoid making impulsive purchases triggered by promotions on social media (Hardini et al., 2023).
Mindfulness helps individuals become more aware of their impulsive urges and gives them the ability to control their emotions better and purchasing decisions. Therefore, individuals with high mindfulness make wiser decisions rather than acting impulsively, which can help reduce impulsive buying tendencies (Brunelle and Grossman, 2022; Sermboonsang et al., 2020). In the context of shopping, mindfulness helps consumers control impulsive desires by considering their decisions more rationally (Kumar et al., 2024; Wan et al., 2024). So, mindfulness is a factor that reduces the consumers’ tendency to buy impulsively
H1: Mindfulness has a negative effect on impulsive buying.
Mindfulness on Impulsive Buying through Fear of Negative Evaluation
Fear of criticism from others can cause a person to make impulsive purchases as a form of refuge from perceived social pressure. A person who has a high fear of being judged by others tends to have low mindfulness (Cintamür, 2023;
Naeem, 2021). However, by paying attention to the aspect of mindfulness, the fear of negative judgment from others can be reduced. It was found that individuals with high mindfulness tend to have a lower fear of negative judgment from others (G. Liu et al., 2021) and more satisfied with the life they have (Makadi and Koszycki, 2020).
So, by increasing the aspect of mindfulness in a person can reduce the fear of criticism from others because the individual feels satisfied with his life without feeling the need to meet social expectations, the implication of which is a reduction in impulsive buying behavior. Thus, it is assumed that fear of negative judgment can mediate the relationship between mindfulness and impulsive buying.
H2: Mindfulness has a negative effect on fear of negative evaluation.
H3: Fear of negative evaluation has a positive effect on impulsive buying.
H4: Fear of negative evaluation mediates the relationship between mindfulness and impulsive buying.
Mindfulness on Impulsive Buying through Emotional Intelligence
Individuals who have good emotional intelligence tend not to engage in impulsive buying behaviour (Vihari et al., 2022), Vice versa (Teal et al., 2019). It was found that high emotional intelligence positively correlates with a person's mindfulness (G. Liu et al., 2021).
Mindfulness improves the ability to manage emotions, which strengthens emotional intelligence, thereby helping to reduce impulsive buying (Khan et al., 2021; Park and Dhandra, 2017)
H5: Mindfulness has a positive effect on emotional intelligence.
H6: Emotional intelligence has a negative effect on impulsive buying.
H7: Emotional intelligence mediates the relationship between mindfulness and impulsive buying.
Mindfulness on Impulsive Buying through Self- Esteem
High self-esteem makes individuals more confident in their decisions thus reducing dependence on social validation and preventing unnecessary shopping urges. Through good self- esteem, a person tends not to do impulsive buying.
(Indrawati et al., 2022). Individuals with high mindfulness tend to have stronger self-esteem, which helps inhibit impulsive urges through greater self-control (Cintamür, 2023; Dhandra, 2020; Nafeesa and Novita, 2021).
H8: Mindfulness has a positive effect on self- esteem.
H9: Self-esteem has a negative effect on impulsive buying.
H10: Self-esteem mediates the relationship between mindfulness and impulsive buying.
Mindfulness on Impulsive Buying through Self- Reward
Self-reward can be interpreted as the act of giving rewards to oneself as appreciation for the efforts and achievements that have been achieved.
(Park, 2018) or even as a form of escape from pressure and stress (Hu et al., 2022), which causes someone to do impulsive buying (Darrat et al., 2023). In addition, it was found that people who have the concept of self-gifting in themselves tend
to do impulsive buying (Iyer et al., 2020; Moser et al., 2019). Mindfulness, which involves full awareness and control of emotions, plays an important role in reducing excessive consumer behavior, including uncontrolled self-reward (Garland, 2021).
H11: Mindfulness has a negative effect on self- reward.
H12: Self-reward has a positive effect on impulsive buying.
H13: Self-reward mediates the relationship between mindfulness and impulsive buying.
Figure 1. Conceptual Framework METHOD
Research Design
This study employed a quantitative approach with an explanatory research design to analyze the relationship between mindfulness and impulsive buying behavior. The quantitative method was chosen for its ability to provide objective, measurable, and statistically validated insights into consumer behavior (Weinreich, 1996). This approach allows for testing mediation effects and understanding psychological influences on impulse purchases in a structured manner.
Sample and Data Collection
The study targeted Indonesian women aged 13–24 years who had previously made unplanned purchases of makeup products. Participants were selected using a non-probability sampling method, as this technique enables researchers to focus on respondents with relevant purchasing experiences.
This demographic was chosen for several reasons, including the rapid growth of Indonesian
cosmetics market, with beauty product sales exceeding Rp900 billion in Q1 2024 (Andini, 2024). Social trends and promotional events (e.g., Harbolnas) have heightened impulse buying behavior among young consumers (Annur, 2022).
In addition, impulsive beauty purchases among adolescent women can contribute to financial strain, post-purchase regret, and self-esteem issues, making this a critical area of study (Mulyono and Rusdarti, 2020).
Data collection was conducted through an online questionnaire distributed via Google Forms, incorporating a Likert-scale survey to measure key constructs. To enhance data quality, incomplete responses and those displaying central tendency bias were removed, resulting in a final sample of 321 valid responses.
Variable Measures
The questionnaire included validated scales from previous research, such as the Mindfulness Attention Awareness Scale (MAAS) for mindfulness, which was adopted from Williams et
H1 H1 H1
H1 H
H
H H H H
H4
H3 H2
SR SE FNE
EI
MD IB
al. (2011); the Impulsive Buying Scale (IBS) for impulsivity was adopted from Verplanken and Sato (2011); additional scales for Fear of Negative Evaluation (FNE), which was adopted from Bautista and Hope (2015); the Mayer-Salovey- Caruso Emotional Intelligence Test (MSCEIT) for Emotional Intelligence (EI), which was adopted from Mayer et al. (2004); the scale for Self-Esteem, which was adopted from Jordan (2020), and Self- Reward scale, which was adopted from Ryan and Deci (2020).
Data Analysis
The collected data were analyzed using Partial Least Squares Structural Equation
Modeling (PLS-SEM), a robust statistical approach for testing complex relationships and mediation effects. A significance level of 99% (p
< 0.01) was applied to assess hypothesis validity.
Model fit was evaluated using various fit indices to ensure the proposed theoretical framework aligned with the data. Construct reliability (CR) was assessed based on probability values, with p- values below 0.01 indicating significant effects, while values above this threshold suggested non- significant relationships. Additionally, mediation effects were tested to determine the role of FNE, EI, Self-Esteem, and Self-Reward in the relationship between mindfulness and impulsive buying behavior
Table 1. Variable Operational Definitions
Variable Indicator Source
Mindfulness Focus on the current experience Attention to thoughts and emotions Accepting emotions without judgment Not overreact to thoughts or emotions
(Williams et al., 2011)
Fear of negative evaluation Anxiety about being judged badly Fear of being seen as unattractive Avoid situations that risk criticism Uncomfortable when evaluated
(Bautista and Hope, 2015)
Emotional intelligence Recognizing self-emotions Knowing the causes of emotions Controlling negative emotions Able to calm down
(Mayer et al., 2004)
Self-esteem Self-satisfaction
Self-confidence accepting self-weakness
Not comparing yourself negatively to others
(Jordan, 2020)
Self-reward Frequently giving gifts to oneself The happy feeling after purchase Fulfillment of personal desires Actions to feel good
(Ryan and Deci, 2020)
Impulsive buying Unplanned purchases Purchasing based on impulse
The product purchased is not on the shopping list Purchase due to discount or attractive offer
(Verplanken and Sato, 2011)
Source: Processed Data (2025) RESULTS
Respondent Characteristics
The study consisted of 321 women aged 13- 24 years. The majority were women aged 21-24 (59.5%), consisting of 191 people. Those aged 17- 20 were the second largest group, with 106 participants (33%). Respondents aged 13-16 comprised a smaller portion, with 24 people (7.5%). The study found that the average make-up budget spent by women in Indonesia was more than 200 thousand rupiah (64.8%) per month, followed by the second group, which spent a budget of 100-200 thousand rupiah (28%), and up to 100 thousand rupiah (7.2%). Regarding monthly makeup budgets, most respondents (64.8%) spent more than 200,000 IDR, followed by those spending 100,000-200,000 IDR (28%) and less than 100,000 IDR (7.2%). Respondents with higher budgets were observed to have a higher tendency toward impulsive buying.
Instrument Testing
The collected data was first tested for standard deviation to determine the data distribution and ensure that the data meets the normality assumption so as not to cause bias in the
research. The results of the standard deviation test show good criteria because the average score on each variable is higher than its respective standard deviation. This indicates that the questionnaire answers have good data quality.
The data scale used in this research is 1-5.
From the outcome of descriptive statistical calculations, it was found that the highest average perception value was in the self-reward variable with an average value of 4.10. Then the lowest average value was in the fear of negative evaluation variable which had an average of 3.14.
This indicates that the questionnaire answers have good data quality. Thus, the distribution of data appears normal and does not cause bias.
Furthermore, validity and reliability testing was conducted on all indicators used in measuring the proposed variables, with the results showing that the loading factor value on all indicators exceeded 0.70. This evidence shows that all indicators used in this study can be considered valid to measure their respective variables. Then, the Average Variance Extract (AVE) value of each variable is above 0.50. This shows that each indicator has sufficient reliability to measure its related variables.
Table 2. Hypotesis Testing
Influence Between Variables Estimate t-Statistic p Value
MD -> IB 1.455 1.776 0.076
MD -> FNE 0.427 6.704 0.00**
FNE -> IB 0.180 3.517 0.00**
MD -> FNE -> IB 0.077 3.114 0.002**
MD -> EI 0.853 12.821 0.00**
EI -> IB -0.613 -5.133 0.00**
MD -> EI -> IB -0.523 4.734 0.00**
MD -> SE 0.978 14.114 0.00**
SE -> IB -0.256 -0.449 0.653
MD -> SE -> IB -0.250 0.449 0.654
MD -> SR 0.967 13.998 0.00**
SR -> IB -0.017 -0.044 0.965
MD -> SR -> IB -0.016 0.044 0.965
MD=Mindfulness, IB=Impulsive Buying, FNE=Fear of Negative Evaluation, EI=Emotional Intelligence, SE=
Self-Esteem, SR=Self-Reward
**: Significant level at 99%
The results of the C.R (construct reliability) test or t-statistic indicate that fear of negative evaluation and emotional intelligence have a direct and positive significant effect on impulsive buying (p<0.01). However, other factors do not show a significant influence on impulsive buying.
The association between mindfulness and impulsive purchasing mediated by emotional intelligence and fear of a poor appraisal. However, because self-esteem and self-reward have probability values higher than 0.01 they cannot act as mediators. The outcome of the computation of IBM AMOS version 26.0 on the resultant model is shown in the following figure. The R-Square test
revealed that the fear of negative assessment was 0.183, meaning that mindfulness can account for 18.3% of the fear of negative evaluation. Then, emotional intelligence's R-squared value was 0.728, meaning that mindfulness accounts for 72.8% of emotional intelligence. Self-esteem's R- squared value was 0.956, meaning that mindfulness accounts for 93.6% of self-esteem.
The R-Square value for impulsive buying is 0.683, meaning that awareness accounts for 68.3% of impulsive buying. Then the results of the goodness of fit test show a fairly good value because the model has a GFI value <0,9; CFI>0,9;
NFI>0,9; TLI>0,9; RFI>0,9; RMSEA 0,077<0,08 dan PNFI 0,774>0,5.
Figure 2. Test Results with Structural Equation Modeling DISCUSSION
The Influence of Mindfulness on Impulsive Buying
This study shows that mindfulness cannot significantly influence impulsive buying.
(Maghfira, 2024). This is in contrast to previous studies, showed that mindfulness can directly reduce a person's tendency to make impulsive purchases. (Brunelle and Grossman, 2022;
Dhandra, 2020; Dyatmika et al., 2023; Hardini et al., 2023). This study indicates that mindfulness,
as an independent variable, does not provide a strong enough influence to explain impulsive buying behaviour in the context of purchasing makeup products. These findings suggest that although mindfulness is often associated with self- control in consumption behavior, external factors such as aggressive marketing environments and social influences may be more dominant, especially in the context of makeup products that have a strong emotional aspect in purchasing decisions (Al-Samydai et al., 2021). Intensive
promotion (Setyani et al., 2019) ad (Darmawan and Gatheru, 2021), big discounts like harbolnas or flash sales (Lamis et al., 2022), and influencer endorsement (Yue et al., 2023) causes someone to do impulsive buying. These often overwhelm teens’ attention, so mindfulness alone not be enough to reduce impulsive buying. Additionally, makeup products are often associated with positive emotions, such as self-confidence, self- satisfaction, or self-esteem. (Al-Samydai et al., 2021). When consumers see emotionally arousing ads, they tend to buy without thinking twice (Wen et al., 2022), even if they are practising mindfulness. Mindfulness may be effective in managing negative emotions, but it is not always successful in managing the positive emotions that drive purchases (Hafenbrack et al., 2022).
The Influence of Mindfulness on Fear of Negative Evaluation
In a direct test of mindfulness on fear of negative evaluation, it was found that mindfulness has a positive effect on fear of negative evaluation.
This finding is different from previous findings that showed a negative relationship between mindfulness and fear of negative evaluation (Cintamür, 2023; X. Liu et al., 2021; Naeem, 2021). However, this finding supports other studies that show that in some contexts, increased mindfulness can increase sensitivity to criticism and evaluation from others (Dewi, 2021). In the context of make-up, increased awareness through mindfulness makes individuals more aware of current experiences, including perceptions of physical appearance (Afandi, 2024).
The Influence of Fear of Negative Evaluation on Impulsive Buying
This study found that fear of negative evaluation positively affects impulsive buying.
The results of this study support previous studies ( Cintamür, 2023; Naeem, 2021). This means that the greater a person's fear of negative evaluation or judgment from others, the higher their tendency to make impulsive purchases. The fear felt often influences a person's behaviour, including purchasing decisions, especially in product categories related to appearance, such as makeup.
Makeup is often used to increase self-confidence and improve self-image. Individuals who are
afraid of being judged badly, may feel pressured to immediately buy makeup products that are thought to help them be accepted socially.
Fear of Negative Evaluation Mediate The Influence of Mindfulness on Impulsive Buying
This study shows that fear of negative evaluation can be a mediator in the relationship between mindfulness and impulsive buying. The findings in this study differ from previous studies that have focused more on the role of mindfulness in reducing impulsive consumption (Dhandra, 2020). In the context of makeup purchases by young women in Indonesia, mindfulness actually increases the fear of negative evaluation and triggers impulsive buying as a form of coping with social anxiety. This is in line with research showing that as mindfulness increases, individuals become more aware of their current experiences, including their perceptions of their body and physical appearance (Afandi, 2024). Thus, this study provides a new perspective that mindfulness does not always reduce impulsive buying, but in certain contexts such as makeup purchases, it can actually increase consumer tendencies through more complex psychological pathways.
The Influence of Emotional Intelligence on Impulsive Buying
This study shows that impulsive buying is negatively impacted by emotional intelligence (Lekavičienė et al., 2022). A person's propensity to make impulsive buying decreases with increasing emotional intelligence. The capacity to identify, comprehend, and control one's own emotions as well as those of others is known as emotional intelligence. Individuals with high emotional intelligence tend better able to control impulses and make rational decisions. In the context of adolescent women, social pressure from the media or environment can influence consumption behaviour. Individuals with high emotional intelligence are more resistant to this pressure, so they can consider purchases more carefully. Adolescent women in Indonesia are often exposed to makeup product promotions through social media and influencer influence.
However, adolescents with high EI can assess their needs objectively without being tempted by excessive promotions.
Emotional Intelligence Mediate The Influence of Mindfulness on Impulsive Buying
Emotional intelligence (EI) can negatively mediate the effect of mindfulness on impulsive buying, as evidenced by previous research. (Khan et al., 2021). In the context of makeup purchasing, mindfulness enhances EI by helping individuals recognize, understand, and regulate their emotions. While mindfulness does not directly influence impulsive buying, EI serves as a key mechanism that allows individuals to asses emotional impulses better, distinguishing between actual needs and impulsive desires influenced by trends or promotions. With higher EI, individuals can make more rational and planned purchasing decisions. (Lekavičienė et al., 2022), thus suppressing impulsive behavior, which is often driven by social pressure or promotion. (Vihari et al., 2022). This suggests that mindfulness works indirectly through EI to help individuals manage their consumer impulses in makeup purchases.
The Influence of Mindfulness on Self-Esteem This study found that mindfulness has a significant effect on self-esteem. The higher the mindfulness in a person, the better the self-esteem they have. Mindful individuals tend to have higher self-confidence so they are able to accept themselves, and are more resistant to social pressures that can lower self-esteem. This is in accordance with research conducted by (Cintamür, 2023; Dhandra, 2020) which proves that increased mindfulness is positively correlated with a person's level of self-esteem. This finding suggests that in the context of makeup, mindfulness practices can increase a person's self- confidence in their appearance (Seekis et al., 2020).
Self-Esteem Mediate The Influence of Mindfulness on Impulsive Buying
The impact of mindfulness on impulsive cosmetic buying cannot be mitigated by self- esteem. Furthermore, there was no correlation between impulsive buying and self-esteem.
Although other studies have demonstrated that low self-esteem can lead to impulsive buying and mediate the effect of mindfulness on impulsive buying (Dhandra, 2020), These findings suggest
that a person's level of self-esteem does not always correlate with the tendency to make impulsive purchases (Kartawinata, 2021). This also applies in the context of purchasing makeup by young women in Indonesia. There are other external factors that cause someone to impulsively buy makeup products. Aspirational criteria set by the beauty business promote cosmetics purchases more as a component of social identity than as a means of self-validation (Strubel et al., 2018).
The Influence of Mindfulness on Self-Reward Direct tests of mindfulness on self-reward showed a positive relationship. This finding differs from previous research (Garland, 2021), which generally suggests that mindfulness reduces self-reward by reducing attachment to external gratification and material consumption (Darrat et al., 2023). However, this difference can be explained by other studies suggesting that increased awareness in certain contexts actually encourages individuals to reward themselves more frequently as a form of self-care (Underdown et al., 2022). Under certain conditions, mindfulness can increase a person's tendency to engage in more purposeful and meaningful self-reward (Dust et al., 2022). Previous research has viewed self- reward as an escape mechanism from psychological distress (Hu et al., 2022), whereas this study suggests that mindfulness can help individuals become more aware of their self- reward needs and use them as a personal well- being strategy.
Self-Reward Mediate The Influence of Mindfulness on Impulsive Buying
The results of the analysis show that self- reward cannot act as a mediator in the relationship between mindfulness and impulsive buying although mindfulness has a positive effect on self- reward. This finding suggests that more mindful individuals do self-reward, but the form of self- reward they do does not trigger impulsive buying behavior. This is different from previous studies that stated that self-reward often triggers impulsive consumption (Maharani and Utami, 2023), because through mindfulness, individuals are more aware of their emotions and feelings, so they are not easily influenced by the urge to shop
excessively (Dyatmika et al., 2023). This study found that mindful individuals still do self-reward, but not in the form of impulsive buying, but in a more planned and reflective way.
CONCLUSIONS
This study looks at how several psychological aspects affect Indonesian women customers' impulsive beauty product purchases.
Mindfulness, self-esteem, and self-reward were not shown to have a substantial impact on impulsive purchases. This study demonstrated that the association between mindfulness and impulsive buying in the context of young Indonesian women's cosmetics purchases might be mediated by other psychological characteristics, including emotional intelligence and fear of negative evaluation. Emotional intelligence was shown to have a negative impact on impulsive cosmetic product purchases, whereas fear of a negative evaluation was found to have a positive impact. When it comes to beauty items, which are frequently linked to positive emotions like boosting one's self-confidence, mindfulness may be useful in controlling unpleasant emotions, but it may not always be successful in controlling the good feelings that influence purchasing.
IMPICATIONS
This study provides an important contribution to developing of theory on the relationship between mindfulness and impulsive buying in the context of makeup product purchases. The results of this study indicate that to reduce impulsive buying behaviour, a more holistic approach is needed, which is not only focusing on mindfulness directly, but also considers the role of mediators such as fear of negative evaluation (FNE) and emotional intelligence (EI). These findings emphasize the importance of developing emotional skills and managing social anxiety through education and training programs, which can help individuals manage impulsive urges in purchasing, especially makeup products. In addition, the beauty industry can consider designing more ethical marketing strategies by providing information that supports more rational decision-making and increasing awareness of social and psychological influences on product consumption, which have implications
for managing impulsive urges in cosmetic products, thereby supporting the financial and psychological well-being of consumers, especially women in Indonesia.
LIMITATIONS
Based on these findings, there are several aspects that need to be considered. First, this study only focuses on adolescents women in Indonesia and makeup products, so these findings may not be generalizable to other demographic groups or product categories. Second, the use of mindfulness as a single variable in this study does not consider other factors that may influence impulsive buying, such as cultural influences, social environment, or other individual characteristics. Third, although the relationship between mindfulness can be mediated by fear of negative evaluation and emotional intelligence, this research has not been able to dig deeper into specific mechanisms or other factors that can affect this moderation.
Fourth, this study relies on cross-sectional data that only records relationships at a certain point in time, so it cannot show stronger causality between the variables studied.
RECOMMENDATIONS
Future research should expand the sample size to include more diverse demographic groups regarding age, gender, and location, to test whether these findings are generalizable across products or contexts. Further research could explore other factors mediating the relationship between mindfulness and impulsive buying, such as cultural differences or individual characteristics in emotion regulation. A longitudinal approach is also recommended to identify clearer causal relationships and explore the long-term impact of mindfulness and emotional intelligence on impulsive behaviour. In-depth research on the mechanisms by which mindfulness influences attention to product promotions, and its interaction with emotional intelligence could also provide richer insights into the influence of these psychological factors on impulsive consumption decision-making.
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