Mapping the Antecedents of Women’s Unplanned Purchases of Home Electronic Devices and Their Impact on Sustainable Consumption: A DEMATEL Analysis

Abstract

The easy availability and strong promotion of home electronic devices have increased unplanned purchases among women in India. These appliances are promoted as time-saving solutions for daily tasks. While they offer convenience, repeated and sudden purchases reduce their effective usage period and add to the problem of electronic waste. This raises important concerns related to sustainable consumption. This study explores how behavioural, social, and digital factors jointly shape women’s unplanned buying of home electronic devices. It also examines the sustainability implications of such behaviour. The Decision Making Trial and Evaluation Laboratory (DEMATEL) method is used to analyse expert opinions and map cause–effect relationships among seven antecedents. The findings show that social media engagement, peer influence, impulse tendency, and pleasure-driven shopping act as important drivers whereas unplanned buying behaviour, low self-control, and materialistic values are outcome factors. This study shows that unplanned purchases result from emotional and social influences combinedly but are not isolated decisions. These insights support more responsible consumption practices.