The study examines the relationship between attitudinal acculturation of consumer culture (A-ACC) and the role of behavioural acculturation of consumer culture (B-ACC) on impulsive buying behaviour (IBB), similarly the role of gender as a moderator between consumer culture and IBB among Indian consumers. The data is collected through a standardized online survey using a structured questionnaire adapted from existing studies. The sample size consists of 153 (male = 77, female = 76) respondents who are Gen Y individuals across various states in India. The findings indicated that gender has a moderated relationship between acculturation of consumer culture (ACC) (attitudinal and behavioural) and IBB. Gender (male and female) strengthens the positive relationship between ACC and IBB. The study provides insights to academicians and marketers about the buying behaviour of the Indian consumer behaviour in the developing retail sector. The major impact of research is to focus the role of gender as a moderating variable on consumer culture and IBB among Gen Y consumers.
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