The purpose of this study was to examine the role of visual merchandising and Hedonic Shopping motivation in triggering Impulsive buying behavior among young adults. We intended to shed some light on the potential contributors to impulsive buying behavior within Pakistani Population. By focusing on these visual merchandising which includes (window display, mannequin display, Floor merchandising, promotional signage) and hedonic shopping motivation. In this research,315 young adults (male and female) were taken as participants who were aged between 18-45 years from Rawalpindi, Wah cant and Islamabad. Impulsive buying Questionnaire (IBQ), Visual Merchandising scale (VMS), and Hedonic shopping motivation questionaire (HSMQ) were applied. Descriptive Analysis, Pearson Correlation, T-test and Mediation were calculated. The results revealed a significant moderate positive correlation between hedonic shopping motivation and impulsive buying behavior, as well as between hedonic shopping motivation and visual merchandising. Process model 4 was used to test the. Mediation analysis, in which results reveal that variable have indirect effect between them which is significant. There is also a significant indirect effect of Visual merchandising on Impulsive buying behavior through Hedonic shopping motivation. The study found that visual merchandising has a positive effect on impulsive Buying behavior among adults, and this effect is mediated by hedonic shopping motivation. It was concluded that visual merchandizing and hedonic shopping motivation have an impact on impulsive buying behavior. The findings of the study can be applied in future by including external factors like marketing and social media and online shopping behavior. Long term studies can also be conducted and develop strategies to promote responsible consumption and reduce negative effects of impulsive buying.

Keywords: Visual Merchandising, Hedonic Shopping Motivation, Impulsive buying behavior, young adults