The purpose of this study is to scrutinize consumers attachment in fashion and clothing in relation to impulse buying behaviour. The study further investigates how attachment and detachment correspondent in late modern consumerism. Design/ Methodology/ Approach – This study adopted a mixed-method approach. Initially previous research on the chosen field has been reviewed to know what research has been done. Following that, an online quantitative survey has been conducted to distinguish whether any relationship endures between consumers attachment to existing clothing and their compulsive buying tendencies. Based on the results of the quantitative study a qualitative investigation has also been conducted with the intention of gaining in-depth knowledge of the chosen area of research. Findings – The data reveals that survey and interview respondents show different conception regarding attachment requiring different motivational stimuli. Moreover, this study identifies the triangle of fashion attachment, detachment and impulse consumerism that emerges as relevant to existing consumer behaviour spectrum. Implications – The study delivers explorative understanding on the clothing attachment, which was an underdeveloped area of research. Further, this establishment provide progression to combine two self-contradictory area in same study which is paradoxical and therefore, provides a novel approach to continue father research. Originality/ Value – The study provides narrative insights into the field of clothing attachment In combination with impulsive buying behaviour in a fashion and clothing context. Further, through the combination of a mix methodological approach which is also a new angle to study this phenomenon

Background: As businesses started to recognize the potential of live streaming platforms in reaching and engaging with their target audience, live streaming commerce (LSC) started to gain traction and popularity over the past few years. LSC, with its elements of time pressure, price promotion, and interaction, plays a significant role in influencing consumers’ impulsive buying behaviour. The live nature of these streams create a sense of urgency, making viewers feel like they need to act quickly before the opportunity is gone. Price promotions, such as limited-time discounts or exclusive deals, entice viewers to make impulsive purchases to take advantage of the savings. Moreover, the interactive aspect of live streaming allows viewers to ask questions and receive real-time responses, which enhances the overall shopping experience and can further stimulate impulsive buying. Purpose: The aim of this thesis is to investigate how Gen Z consumers’ impulsive buying behaviour of cosmetics through LSC is influenced by three factors, being; time pressure, price promotion, and interaction. As well as how emotions such as the feeling of urgency, the feeling of excitement, and perceived enjoyment could mediate this relationship. Methodology: A deductive research approach  and a quantitative method was selected and utilised for this research. To gather data, a self-completion questionnaire was developed in Google Forms, taking into consideration ethical and societal factors. A total of 312 valid responses were collected, which were then subjected to descriptive analysis, correlation analysis, reliability analysis, regression analysis, and mediation analysis.  Findings: The results of this research revealed that H2 and H3 were accepted, indicating that price promotion and interaction have a significant positive impact on Gen Z consumers’ impulsive buying behaviour in LSC. In the same vein, H1a, H2a, and H3a, i.e., the feeling of urgency, excitement, and perceived enjoyment were accepted. However, H1, measuring the influence of time pressure, was rejected.  Conclusion: This study concluded that price promotion (H2) and interaction (H3) have a positive influence on the impulsive buying behaviour of Generation Z consumers. However, time pressure (H1) was not found to have a significant impact. Additionally, the results indicate that the feeling of urgency (H1a) mediates the relationship between time pressure and impulsive buying behaviour, the feeling of excitement (H2a) mediates the relationship between price promotion and impulsive buying behaviour, and perceived enjoyment (H3a) mediates the relationship between interaction and impulsive buying behaviour among Gen Z consumers in Sweden. Keywords: “Live Streaming Commerce” “Live Streaming E-commerce” “Time Pressure” “Price Promotion” “Interaction” “Impulsive Buying Behaviour” “Urgency” “Excitement” “Perceived Enjoyment” “Quantitative Research”.