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Exploring Socio-Cognitive Mindfulness in the Context of Sustainable Consumption

Retailing and Consumer Sciences, University of Arizona, Tucson, AZ 85721, USA
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Sustainability 2019, 11(13), 3692; https://doi.org/10.3390/su11133692
Received: 17 May 2019 / Revised: 12 June 2019 / Accepted: 29 June 2019 / Published: 5 July 2019
(This article belongs to the Special Issue Conscious Consumption)
Mindfulness has been presented as a consumer characteristic mitigating negative environmental effects of overconsumption. This study argues that consumers’ propensity to engage in sustainable consumption behaviors additionally depends on individual values and beliefs, developing a more nuanced view of mindfulness in this particular domain of consumer behavior. Based on an online survey among 546 American consumers, the study finds that mindfulness not only affects a set of sustainable consumption behaviors directly, but also has an impact on environmental concern and perceived consumer effectiveness, accounting for an indirect positive effect of mindfulness through these values and beliefs. Materialism is negatively associated with mindfulness. However, certain forms of sustainable consumption behaviors may offer a pathway for materialist consumers to participate in sustainable consumption. Research findings indicate that increased mindfulness may be effective in changing daily consumption routines, helping to reduce negative environmental impacts of overconsumption, particularly in populations with increased environmental concern and perceived consumer effectiveness. View Full-Text
Keywords: mindfulness; sustainable consumption; materialism; environmental concern; perceived consumer effectiveness mindfulness; sustainable consumption; materialism; environmental concern; perceived consumer effectiveness
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Helm, S.; Subramaniam, B. Exploring Socio-Cognitive Mindfulness in the Context of Sustainable Consumption. Sustainability 2019, 11, 3692.

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