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Mindful consumption: Its conception, measurement, and implications

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Abstract

Most traditional marketers avoid using mindful consumption (MC) despite fast-rising consumer mindfulness, MC-advocation by trade magazines, and the success of tech-savvy, MC-oriented start-ups. We identify two gaps for this divergence—varying conceptions of MC and lack of a valid MC scale. Conception clarity and a valid MC scale are important for advancing managerial practice. We first integrate current, varying conceptions to identify three MC dimensions: Awareness, Caring, and Temperance. These signify awareness of self, society, and the environment (SSE), caring for the effects of consumption on SSE, and temperance in consumption. We then develop, refine, and validate the MC scale using 10 studies. We also assess the MC nomological network and scale robustness across genders, ages, occupations, and incomes. Marketers can use MC scale for product innovation, differentiation, and diversification. Policymakers can use this to nudge people towards MC-oriented sustainable behavior. This research opens multiple avenues for future research.

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Notes

  1. Table A1 (in web appendix A) explains three research directions in MC with all studies categorized as conceptual, experimental, grounded theory-based, phenomenological, and survey-based.

  2. We refer to products and services collectively as products in our conceptualization of MC to assuage previous concerns (Lim, 2017).

  3. All (except one) have income above minimum taxable income, and one did not disclose the income group.

  4. We acknowledge the editor and anonymous reviewer for this suggestion.

  5. We acknowledge the other anonymous reviewer for emphasizing on this.

  6. https://www.cnbc.com/2022/05/17/gopuff-disruptor-50.html

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  1. Sharad Gupta and Jagdish Sheth contributed equally to this work.

Authors and Affiliations

  1. Cardiff School of Management, Cardiff Metropolitan University, Cardiff, UK

    Sharad Gupta

  2. Delhi School of Business, Delhi, India

    Sharad Gupta

  3. Goizueta Business School, Emory University, Atlanta, GA, USA

    Jagdish Sheth

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Gupta, S., Sheth, J. Mindful consumption: Its conception, measurement, and implications. J. of the Acad. Mark. Sci. (2023). https://doi.org/10.1007/s11747-023-00970-2

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