Weather and purchasing decisions in the context of behavioral economics research

Aim of the study: The aim of the article is to show the relationship between weather conditions and consumer decisions in the light of behavioral economics research, with particular emphasis on factors such as temperature, sunlight, and atmospheric pressure. Methodology: The study applies a literature review in the fields of behavioral economics, psychology, and marketing, as well as an overview of empirical research (experiments and case studies) illustrating the impact of weather-related factors on consumer purchasing behavior. Main conclusions: Weather conditions influence mood, cognitive abilities, and the propensity to make purchasing decisions. Exposure to sunlight and warmth fosters impulsiveness, openness to marketing suggestions, and higher spending. Conversely, cold and lack of sunlight lead to conservatism or a change in purchasing preferences. A significant role is also played by social proof, the importance of which is increasing in the online environment. Application of the study: The findings can be applied in business practice, especially in retail trade and online marketing. They enable the design of more effective sales strategies based on weather data, sensory experience, and customer opinion management. Originality/Novelty of the study: The article highlights the interdisciplinary connection between meteorological phenomena and consumer decisions, emphasizing the role of behavioral economics in explaining the mechanisms of modern consumption. At the same time, it problematizes the risks of excessive consumption in the context of climate change and the concept of sustainable development

Behavioral economics · Conservatism · Consumer behaviour · Empirical research · Openness to experience · Purchasing · Consumer Retail Behavior Studies · Environmental Sustainability in Business · Impact of AI and Big Data on Business and Society