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Mindful consumption: Its conception, measurement, and implications

journal contribution
posted on 2023-09-21, 12:27 authored by Sharad Gupta, Jagdish Sheth

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.

History

Publisher

Springer

Version

  • AM (Accepted Manuscript)

Citation

Gupta, S., & Sheth, J. (2023) 'Mindful consumption: Its conception, measurement, and implications', Journal of the Academy of Marketing Science, 1-19. doi: 10.1007/s11747-023-00970-2

Print ISSN

0092-0703

Electronic ISSN

1552-7824

Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Authors

Sharad Gupta

Cardiff Met Research Centre/Group

  • Welsh Centre for Business and Management Research

Copyright Holder

  • © The Publisher

Language

  • en

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