Abstract
Materialism is recognized as an important determinant of consumer behavior. However, studies exploring how materialism influences impulsive buying through the Diderot effect in digital contexts remain scarce. This study analyzes data from 416 adult consumers in Türkiye using Structural Equation Modeling (SEM). Four hypotheses were tested: (i) materialism increases the Diderot effect, (ii) the Diderot effect strengthens impulsive buying, (iii) materialism directly influences impulsive buying, and (iv) materialism indirectly affects impulsive buying through the Diderot effect. The findings support all four hypotheses. Materialism significantly increases both the Diderot effect and impulsive buying in online environments. The Diderot effect partially mediates this relationship and acts as an independent predictor of impulsive tendencies. The study also points out that digital stimuli such as recommendation systems, fast payment options, and social proof may reinforce this mechanism, highlighting the importance of understanding consumer behavior in digital settings. Overall, the results underline that materialistic desires, when combined with the completion motive of the Diderot effect, strongly shape impulsive tendencies. Beyond advancing theory, the study emphasizes that marketing strategies should go beyond promoting higher consumption and instead foster conscious and sustainable shopping practices. This approach not only supports consumer well-being, but also contributes to building ethical and sustainable markets.