This study investigates how perceptions of store environment influence emotional responses, impulsive urges, and impulse buying behaviour in apparel retail sector. Using mall intercept approach, data was collected, resulting in a final sample size of 612 respondents. To analyse the data, Smart PLS SEM (4.0) was employed. The findings reveal that Urge to Buy Impulsively and Positive affect serially mediate the relationship between Store Environment Perception and Impulse Buying Behaviour. It reveals that a welcoming store atmosphere not only enhances shoppers' moods but also increases their inclination towards spontaneous purchases. Retailers can leverage these insights to strategically enhance store environments, optimizing layout, lighting, and ambiance to create emotionally engaging shopping experiences that encourage impulsive buying behaviour. These findings offer practical implications for retailers seeking to enhance sales and customer satisfaction through effective store environment design. By understanding the interplay between store environment and impulse buying, retailers can develop more effective marketing strategies, leading to improved business performance and a stronger competitive position in the market.

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