“Cross-Country Perspectives on Decision-Making in Digital Payments: A Comparative Analysis of Buy Now Pay Later (BNPL) and Save Now Buy Later (SNBL) Among Gen Z”

Milad Dehghani

Nottingham Trent University

Abstract: : This study explores the evolving digital payment landscape by conducting across-country analysis of debit card peyment, Buy Now Pay Later (BNPL) and Save Now Buy Later (SNBL) services, focusing on decision-making patterns among Generation Z. With BNPL applications gaining traction, concerns about missed payments, impulsive buying, and debt accumulation have grown, particularly among younger consumers. In contrast, SNBL presents an alternative approach that promotes financial resilience by encouraging savings before purchases, reducing the risk of non-payment, and fostering financial competence over time. The research employs a scenario-based approach from cross-country data, integrating interactive user-centered design, including elements to assess impulsive buying behavior, sustainable decision-making, product involvement, and payment preferences. Hence, data will be collected from a diverse sample of Gen Z participants across multiple countries [UK, Germany, and Thailand] to identify patterns influenced by cultural, economic, and social factors. Preliminary findings suggest distinct regional preferences and behaviors. In Thailand, consumers show a preference for less sustainable products and are more inclined toward SNBL methods for their flexibility and rewards. In contrast, German consumers demonstrate a strong emphasis on sustainable purchasing decisions while favoring BNPL as a payment method. UK consumers also lean toward BNPL but with a broader focus on convenience and short-term financial planning. Findings will provide insights into how digital payment tools shape consumer behavior and decision-making. The implications extend to policymakers, financial institutions, and educators, emphasizing the need for targeted financial education and regulatory frameworks to ensure responsible use of innovative payment solutions. Further, this research contributes to understanding the dynamics of digital payments and their role in shaping the financial habits of the next generation.

Keywords: Digital payment; Save Now Buy Later; Buy Now Pay Later; Financial Behavior; Generation Z Decision-Making; Cross-Country Analysis.