Dramatic increase in personal disposable incomes and easy to get credit availability have made impulsive purchasing in retail environment a major leisure and lifestyle activity. Impulsive purchase behaviour is driven by hedonistic or pleasure seeking goals causes a consumer to experience desires for products. Scientific research presents no unified attitude to factors affecting impulsive purchase behaviour. Therefore a scientific problem can be formulated in a question: why do consumers sometimes act unpredictably and buy on impulse? The aim of the article is to justify factors affecting consumer impulsive purchase behaviour in retail environment after performing theoretical analysis of impulsive purchase models. Research methodology used in the article-is systemic and comparison analysis of scientific literature.