The growing expansion of social media and e-commerce has encouraged the consumers' purchasing lifestyle to buy products anywhere and at any time. The limited-time discount offerings, promotion and trend cycles from influencers, and the increased convenience resulting from advancements in technology has simplified and accelerated consumers' decision-making process, leading to impulse buying behavior. Unfortunately, these unnecessary spending has become one of the main drivers for influencing climate change. Excessive consumption resulted in fast fashion and fast beauty phenomena that are costing the earth. This study attempts to examine a possible association between consumers impulsive buying behavior on the sustainable purchase decision through a psychological mechanism and business promotion perspective. This conceptual paper propose that impulsive buying behavior will mediate the relationship between live shopping advancement to sustainable purchase decision, and the relationship between influencer promotion to sustainable purchase decision. The criteria of respondents for this research are people with a range age of 17 to 45 years who live in Jabodetabek, have stream live shopping and purchase products from it. Quantitative data are collected from online questionnaire and each variables will be measured on a six-point Likert scale. To analyze the data, this research use PLS-SEM based SmartPLS 4. The results of this research, has found a positive and significant relationship between Live shopping advancement to impulsive buying behavior, influencer promotion to impulsive buying behavior, and influencer promotion to sustainable purchase decision. However, there are no significant relationship between impulsive buying behavior to sustainable purchase decision, and live shopping advancement to sustainable purchase decision. This study aims to provide sustainable consumption insights for business stakeholders, promotors, and consumer, to active the system and transform into environmentally friendly promotion strategies and sustainable lifestyle.