Analyzing the “Mindfulness” of Young Indian Consumers in their Fashion Consumption

Abstract

Consumption is a pleasurable activity associated with strong perceived sense of happiness. Fashion overconsumption is a common phenomenon due to high accessibility and affordability. Overconsumption has long-term negative consequences for individual consumers and society. Responsible consumerism is emerging, but there is a dearth of research analyzing mindfulness as a psychological and behavioral construct. Mindfulness has not been studied sufficiently in fashion consumption, with extant literature focusing only on consumer behavior toward sustainable fashion. Youth are proliferate fashion consumers; thus, examining their “mindfulness” is important. The study examined “Care” and “Temperance” as two aspects of mindfulness, depicted in the Mindful Consumption model of Sheth et al. Thirty-two respondents aged 18–25 years were personally interviewed. Data were analyzed with a repertory grid technique. Environmental consciousness and social empathy emerged as significant care aspects. Behaviorally, young consumers were tempted toward fast fashion and valued hedonism in fashion. However, they also appeared meditative in their fashion purchases. Misalignment was found in the care and temperance dimensions as young Indian consumers have a caring mindset, but notably “mindless” behavioral orientations. Emergence of “self” as an important care consideration can induce effectual mindfulness. Evoking temperance is also needed for more responsible and conscious fashion consumption.