The rapid expansion of social media-driven marketing has fundamentally reshaped the decision-making process if the young consumers. Social media influencers have taken on a role that goes well beyond conventional advertising. They are perceived as relatable figures, trusted peers, and lifestyle guides by many Generation Z’s. This closeness, which is often built through one-sided emotional bonds is known as parasocial relationships. It has given rise to a distinctive consumer behaviour called blind buying. Blind buying is the act of purchasing products without reviewing alternatives, verifying quality, or conducting any meaningful product evaluation. This pattern is a very risky as it represents consumption with real financial and psychological consequences for young buyers. This paper examines blind buying behaviour among Generation Z students through the lens of parasocial relationship theory. A mixed-method approach was adopted — combining a comprehensive review of peer-reviewed academic literature and Indian market research reports with primary survey data collected from 81 Gen Z students in Navi Mumbai. The survey measured parasocial engagement, influencer trust, risk perception, fear of missing out (FOMO), and self-reported blind buying behaviour across 24 Likert-scale items.
The findings reveal that while students acknowledged meaningful parasocial connections with influencers, their blind buying behaviour was moderate rather than extreme. It should be noted that their risk awareness was high as respondents strongly agreed that blind buying leads to disappointment and financial risk. Yet this awareness did not consistently translate into cautious behaviour. Trust transfer, emotional attachment, FOMO, and perceived authenticity are identified as the central mechanisms that drive the parasocial-to-blind-buying pathway. The study contributes to consumer behaviour and digital marketing scholarship. It contextualise these dynamics within India's Gen Z student population, with specific reference to Navi Mumbai, and offers actionable recommendations for marketers, educators, and policymakers.