Lam Bao Anh

THE INFLUENCE OF FOMO ON IMPULSE BUYING BEHAVIOR: CONSTRUCTING SUSTAINABLE CONSUMPTION HABITS FOR VIETNAMESE MIDDLE-AGED CONSUMERS

Digital retail environments increasingly combine scarcity cues, livestream interaction, algorithmic recommendations, and visible peer behavior, creating conditions in which fear of missing out (FOMO) can accelerate unplanned purchasing. Research has concentrated primarily on younger consumers, leaving the implications...