Time plays a central role in the life of every individual and is an important resource. Time pressure and stress are ubiquitous and the proliferation of convenience stores, the wide range of fast food and the increase in Internet shopping are just a few consequences of these time-related changes of consumer behavior. The issue of time is of great interest for the various scientific disciplines and is becoming increasingly important. The psychological aspects, the perception and experience of time take an important role in marketing too. The influence of time or time perception on the behavior of consumers is diversified (eg. behavior in queues). The perception of time and the time perspectives of people has been primarily concerned the psychology. In addition to the perception of time, the time perspective is a construct that is presently being investigated in psychology. Studies show that each individual has a time perspective, an orientation to the past, to the present or to the future and is behaving accordingly to this perspective. These findings will be used for this study too. Given the increasing importance of couponing in marketing and the timeliness of this issue, the influence of time on consumer behavior is considered with regard to the coupon usage behavior. In Austria, couponing is a promotional tool, which is, although it is now increasingly used, compared to the United States still in the early stages. Also, most of the scientific debate on this subject is Anglo-American origin, because the use of coupons in Austria was primary possible due to a statutory change in 2001. In this study, the influence of time perception on consumer behavior and in particular for the coupon usage, is under examination. The goal is to find out if the time perspective has an impact on consumer behavior, what effect this may have on consumers and the consequences resulting therefrom from a marketing perspective.