Abstract
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.
Highlights
Humanity’s collective resource demand has been identified as the main driver of climate change, and it is already vastly overtaxing the planet’s natural capital
This study suggests that environmental concern, perceived consumer effectiveness and materialism mediate the direct association between mindfulness and sustainable consumption behaviors
The results were: Root mean square of error approximation (RMSEA) = 0.061 (90% confidence interval for RMSEA = 0.058–0.063, p < 0.001), standardized root mean residual (SRMR) = 0.055, non-normed fit index (NNFI) = 0.97, and Comparative fit index (CFI) = 0.97
Summary
Humanity’s collective resource demand has been identified as the main driver of climate change, and it is already vastly overtaxing the planet’s natural capital. It is essential for survival that we find ways to curb overconsumption [1,2] This is relevant in industrialized nations, and first and foremost, in the United States, because if all of humanity consumed like Americans, just a fifth of the current world population could be supported by Earth’s natural resources [3]. Consumers need to consume less, both in terms of the environmental impacts of that which is consumed (composition) and in terms of the quantities of goods and services consumed (volume) [5] To achieve such behavior and lifestyle changes, a better understanding of the psychological foundations for a transition toward sustainable consumption is essential [6,7]
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