Article’s

Buy Now, Pay Later (BNPL) services have emerged as a popular financial tool, transforming consumer purchasing patterns, especially among young consumers. The present study examines the influence of BNPL services on impulse buying behaviour among college students in Chennai, focusing on factors such as ease of payment, availability of credit, promotional offers, and peer influence. The research adopts a descriptive research design and is based on primary data collected from 150 respondents using a structured questionnaire through a Simple random sampling technique. The study aims to analyze the level of awareness, usage patterns, and behavioural responses of students towards BNPL services. The collected data were analyzed using Percentage analysis, Chi-Square test, Analysis of Variance (ANOVA), and Regression analysis to identify significant relationships and the impact of BNPL usage on impulse buying behaviour across different demographic variables. The findings reveal that BNPL services significantly influence impulse buying behaviour, encouraging unplanned purchases due to deferred payment options and attractive offers. Regression results indicate a positive relationship between BNPL usage and impulse buying tendencies among students. The study concludes that while BNPL services enhance purchasing convenience, they also contribute to increased impulsive spending, highlighting the need for greater financial awareness and responsible usage among young consumers. Keywords: Buy Now, Pay Later (BNPL), College Students, Consumer Behaviour, Digital Payments, Regression Analysis.