Does Body Shaming Affect Self-esteem and Impulsive Buying Behavior?

This study looks into and tries to understand how self-esteem and impulse buying are affected by body shaming. The paper aims to ascertain whether body shaming affects impulsive buying and self-esteem. The study explores the connection between body shaming, low self-esteem, and impulsive shopping in addition to identifying the factors that contribute to it. An online survey using Google Forms was carried out to collect the data. The survey asks 27 questions. Noll and Fredrickson developed the Body Shame Questionnaire, a 28-item Likert-type scale, in 1998. We also use it for data analysis on self-esteem and impulsive buying. A scale of 1 (rarely/mild) to 9 (very often/intense) is used to grade the frequency and intensity surveys., Self-esteem: A 10-item scale that measures both positive and negative opinions of oneself to evaluate one’s overall sense of self-worth. One dimension is thought to be scale. The options for each response fall between strongly agreed and strongly disagreed on a four-point Likert scale. A survey-style instrument was used for this investigation into impulsive shopping. The guidance helped develop, which were either original or modified from previous research. As external elements, visual merchandising techniques that are used in many retailing scenarios were examined. The study concentrated on the effect of retail window displays and signage on college students’ propensity to make impulsive purchases. Impulsive buying behavior (TOTIBQ) and self-esteem (TOTSE) have a -0.532 correlation, which is a negative relationship. The negative value implies that impulsive buying tends to rise as self-esteem falls. A is the p-value. < 0.001, which is statistically significant, indicating that this correlation is unlikely to have occurred by chance. Impulsive buying behavior (TOTIBQ) shows a weak positive correlation of 0.035 with body shaming (TOTBS) and a weak positive correlation of 0.089 with self-esteem (TOTSE). However, these correlations are not statistically significant, as the p-values are greater than 0.05 (p > 0.05).