The research aims to gain further insights of impulsive consumption to better attain sustainable consumption of natural resources. The research adopts qualitative research and conducts exploratory study using purposive sampling, further synthesizes qualitative data with thematic analysis. One of the significant research findings indicate that emotional buyers may be more susceptible to the influences of environment and context when shopping, leading to irrational consumption behavior. Rational buyers tend to exclude emotional factors from decision-making and focus on actual needs and benefits. The research findings contribute further insights to parents, education institutions and private sectors with proposals of initiatives to better shape responsible consumption attitude and behavior among the Generation Z today.