Purpose The aim of this study is to assess how approach and avoidance valences affect consumers’ attitude towards buy-now-pay-later (BNPL) purchases. Design/methodology/approach The study used a survey-based design, using data from 233 users of BNPL services in the United States of America and the United Kingdom. Using fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modelling, structural and configurational models were evaluated. Findings The results indicate that perceived severity has no significant influence on attitude towards BNPL purchases. However, relative advantage, observability, perceived vulnerability, algorithmic anxiety and self-efficacy have a significant influence on attitude towards BNPL purchases. Overall, the results of the fsQCA showed that attitude towards BNPL purchases is predicted by a complex combination of interactions. Originality/value To the best of the authors’ knowledge, this study is the first to use both approach and avoidance-based forces, which have not been examined previously in the BNPL literature, to validate net valence theory for examining consumers’ attitude towards BNPL purchases.
Yadav et al. (2026) studied this question.