The development of technology has continued at a rapid pace, which has made it possible for companies to use online marketing methods to capture consumers' attention. Today's digital society and the high degree of online shopping have in turn meant that consumers are daily flooded with marketing in its various forms. One such strategy that is widely used and appears regularly is scarcity marketing. This study aims to create an understanding of how consumers experience that scarcity marketing online affects their purchasing behaviour. 

The purpose of the study thus has created space for a qualitative research approach where semi-structured interviews were the method chosen in the survey. The interviews were in turn conducted with 10 respondents, who belong to generation Z and have experience of online shopping in the fast fashion industry.

The results from the study show that experiences of scarcity marketing and its impact on purchasing behaviour can be viewed from different perspectives. In part, the results show that consumers can experience time pressure and stress when exposed to scarcity marketing. These people believe that the emotions evoked and the rational limitation that they also highlight, lead to impulse purchases. According to some of these respondents, these impulse purchases can in turn give rise to regret afterwards, while some of the respondents highlight the right of the return as an ulterior motive in the decision-making process. In part, the results show that online scarcity marketing is not perceived to have an impact on purchasing behaviour among consumers as the marketing method is seen through and as a sales ploy. In addition, it is stated that scepticism also prevails towards scarcity marketing among some of these people.

The study thus contributes to the increased awareness among consumers about how online scarcity marketing affects their purchasing behaviour, as well as providing a consumer perspective that may be of relevance to companies. The study also paves the way for future research on the subject.