The marketing tactics used by online retailers have influential role in the decision-making procedure when customers buy items online. The SOR theory and framework are used in this study as a way to identify online impulsive purchase behaviour and online responsible buying behaviour among centennials and millennials. Stimuli are the external marketing factors that are influential over consumers, such as product, price, place, and promotion. An organism is the internal state of a customer and the actions and the reactions are the customer response. The online retailer's marketing strategy (4ps) is the stimulus, whereas the urge to buy is the organism that drives the online impulse buying behaviour action. An online survey was conducted with 760 online customers from Chennai and Delhi. The structural equation model (SEM) was used to analyze the data, with a significance level of 0.05. All four online marketing strategies are significantly associated with the urge to buy. With an estimated coefficient of 0.441, the urge to buy has a significant positive impact on online impulsive purchases, and the urge to buy has a negative significant effect on online responsible buying behaviour with an estimated coefficient of -.146. In this study, an increase in the urge to buy among customers increases impulse buying and decreases responsible buying. With this result, online retailers can determine the best and most effective marketing strategies to increase online impulse sales by influencing consumers at the same time promoting and protecting sustainability.

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