Buy Now, Burden Later - A Qualitative Study on How BNPL Regret Turns into Blame and How the Blame Influences Consumer-brand Relationships

Abstract

Buy Now, Pay Later (BNPL) services have transformed consumer behaviour through delayed payment options. However, while existing research has examined financial and behavioral consequences, less is known about how consumers experience regret following BNPL usage and how these emotions influence brand relationships. Therefore, we aim to deepen the understanding of regret as an emotional outcome of BNPL usage and investigate how it influences consumer-brand relationships through blame attribution processes. This qualitative study employs semi-structured proxy interviews with 15 frequent BNPL users in Sweden. We identified three distinct forms of regret: financial regret from accumulated debt, timing regret from poor purchase decisions, and post-purchase regret where payment obligations diminish ownership satisfaction. We reveal how the frictionless design of BNPL creates a psychological disconnect, leading to impulsive purchasing and subsequent regret. When experiencing regret, consumers engage in blame attribution processes. Blame could be attributed internally toward themselves, or externally toward BNPL providers and brands influencing consumer-brand relationships through decreased purchase intentions, reduced loyalty, and negative word-of-mouth. This study can be positioned in the field of consumer behavior literature by providing a theoretical integration of previously disconnected literature on pain of payment, cognitive dissonance, regret, and consumer-brand relationships. Additionally, the study suggested practical implications for marketers, brands, educators, and policymakers. It encourages all stakeholders to prioritize consumer financial well-being, underscoring a shared responsibility in shaping ethical financial ecosystems.