How compulsive and impulsive buying affect consumer emotional regulation. Is anxiety a differential element?

Purpose - Academic literature calls for research on the impact of psychological states derived from mental illness on detrimental consumer behaviour. The purpose of this study is to assess the impact of anxiety on the consumer's buying processes (compulsive and impulsive) and emotional regulation. Design/methodology/approach - To carry out the statistical analysis, the data were obtained through an online survey (n = 726) of supermarket consumers. The treatment of the data was using partial least squares structural equation modelling (PLS-SEM). Findings - The results obtained show that anxiety influences the generation of harmful behaviour, as it has a positive impact on compulsive and impulsive buying. In addition, compulsive and impulsive buying generate higher levels of consumers' emotional regulation. Originality/value - This study contributes to the management of anxiety as a priority element to reduce harmful behaviour. Therefore, it provides useful information for marketing managers and professionals in psychological and healthy consumer processes.