From adding to abandoning: Psychological ownership as a mediator of cart abandonment among Gen Z

Abstract

Purpose

This research examines the psychological and behavioural factors contributing to online shopping cart abandonment (OSCA), with a specific focus on the influence of psychological ownership (PO). It investigates how non-purchase-related factors impact the purchasing habits of Gen Z.

Design/methodology/approach

The authors conducted empirical research using an online questionnaire developed following an extensive review of the literature. This structured survey included validated constructs rated on a 5-point Likert scale and was administered to Indian Gen Z e-commerce users. A total of 251 responses were analysed using SmartPLS 4.0. Psychological ownership was conceptualized as a mediator and tested via a one-step embedded analysis within the PLS-SEM framework.

Findings

The results indicate that psychological ownership has a significant effect on OSCA (β = 0.438, p < 0.001), meaning that higher levels of psychological ownership are associated with greater abandonment. While psychological ownership can promote emotional attachment, it can also reduce urgency and prolong evaluation, leading to higher cart abandonment rates. Additionally, waiting for lower prices significantly increases abandonment, both directly and indirectly through psychological ownership. On the other hand, entertainment use and organized, research-oriented cart use do not directly affect abandonment, but they significantly influence it through psychological ownership. Neither comparison with land-based stores nor perceived risk had a significant effect on cart abandonment in the final model. The non-significance of perceived risk is likely attributable to the digitally immersed nature of Gen Z consumers, for whom online shopping is routine, and to reduced risk sensitivity due to trust in established platforms.

Research limitations/implications

As the study used non-probability sampling, the findings may not be fully generalizable. Additionally, the cross-sectional design limits the ability to draw causal inferences. Future studies should consider including additional variables, such as website interface quality and consumer trust. The use of Gen Z as the study population restricts its applicability to other consumer groups.

Practical implications

Retailers can reduce cart abandonment among Gen Z consumers by addressing price-delay behaviour with limited-time offers, price alerts, loyalty rewards, and reminders for saved items. Since psychological ownership may reduce urgency and prolong decision-making, retailers should combine personalized engagement with timely nudges, clear value communication, and streamlined checkout processes so that symbolic possession leads to completed purchases rather than abandonment.

Originality/value

This study expands the existing literature on online shopping cart abandonment by conceptualizing psychological ownership as an ambivalent pre-purchase process in digital commerce. Instead of assuming that feelings of ownership always promote purchase completion, the study shows that symbolic possession can also result in delays, more careful evaluation, and cart abandonment among Gen Z consumers.