Impulsive buying is a universal psychological phenomenon that is defined as a psychologically sudden, lasting and strong urgue to make an immediate purchase. This quite complex phenomenon can be understood from different psychological perspectives, and it is considered to be based on self-regulating function that can be preventative or promotional. Therefore, tendency of impulsive buying can be linked to a person’s self-esteem because research show that low self-esteem is particularly strong source of negative psychological state that ultimately results in impulsive buying as a function of psychological relief. Also, tendency of impulsive buying can be linked to materialism, because the more materialistic person is, the more inclined is to build its own identity through possession and therefore might be more susceptible to impulsive buying of various products. Considering the complexity of this widespread phenomenon and its relatively insufficient research on the Croatian sample, the aim of this study was to examine the relationship between self-esteem and materialism with a tendency towards impulsive buying on Croatian sample of students. The research was conducted in University of Zadar by a paper-pencil technique on a sample of part-time students who filled out a questionnaire that consisted of three scales, Impulsive Tendency Scale, Self-esteem Scale and short version of Material Value Scale. Examining the association between self-esteem and tendency of impulsive buying, no significant association was established. Furthermore, it is established positive association between materialism and tendency of impulsive buying, and negative correlation between materialism and self-esteem.