Save For Later? Understanding Consumers’ Emotional Attachment To Items They Do Not Purchase

Abstract

The growing prevalence of “save for later” Features in digital shopping platforms has introduced a new dimension to consumer behaviour that extends beyond immediate purchasing decisions. This conceptual study explores how consumers develop emotional attachment to items they save but do not purchase, and how this attachment influences future behavioural outcomes. Drawing upon theories of psychological ownership, emotional bonding, decision postponement, and online engagement, the study proposes a framework in which save for later behaviour functions as an antecedent to emotional attachment, future purchase intention, and ongoing brand engagement. Existing literature suggests that repeated exposure, mental simulation of ownership, and symbolic value contribute to the formation of emotional connections with unpurchased items. These attachments, in turn, may strengthen consumers’ likelihood of revisiting platforms, interacting with brands, and eventually considering delayed purchases. The study highlights a significant gap in understanding non-purchase digital behaviours and emphasizes the strategic importance of saved items in shaping consumer–brand relationships. This conceptual exploration provides a theoretical foundation for future empirical research and offers insights into how e-commerce platforms can leverage save for later behaviour to enhance consumer engagement and retention.