MINDFULNESS AND MINDFUL CONSUMPTION: DOES MINDFUL ADVERTISING LEAD TO TEMPERANCE IN CONSUMPTION?

Author (s) : M.Suganya & V.S.Bharathipriya

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Abstract :
Mindfulness and Mindful Consumption (MC) are two powerful, yet different ideas that have the potential to transform consumption mindset and behaviour as a part of customer-centric sustainability. Though sound theoretical models exist for both, greater understanding is needed to unravel how mindful mindset is shaped by mindfulness and its manifestation into the moderation of consumption. Limited empirical evidence is available which evaluates the influence of mindfulness on consumption from the perspective of consumers. This research paper attempts to bridge the gap through an experimental testing of MC model proposed by Sheth, Sethia and Srinivas (2011). It investigated the relationship between the degree of mindfulness and level of temperance in consumption, using online purchase simulation. Mindful advertising, with a clear message to demand organic, fair-trade and recycled products but buy less, was added as a moderator to ascertain its influence on purchase decision. Outcomes of this experiment demonstrated a strong buying preference for the mindfully advertised brand followed by abstinence in consumption. Though a predictive relationship between the mindfulness score, computed using 15-items Five Facets Mindfulness Questionnaire (FFMQ) and moderation in consumption remained elusive, these results have implications not only for academicians but also for marketing professionals in strengthening the business case of promoting mindful consumption. Future research in mapping mindset theory (Gollwitzer, 1999) to MC model or monitoring neurobiological changes in brain while watching mindful advertising would help unravel how mindful behavioural choices are made by consumers. Mindful organizations need to embed the philosophy of MC through mindful marketing communication, especially mindful advertising, as a part of sustainability strategy to show that they care for people and the planet and not just profits.

Keywords : Mindfulness, Mindful` Consumption, Mindful Mindset, Consumption Behaviour, Mindful Advertising, Customer-centric Sustainability

Conference Date : 30/08/2019

Pages : 294

Paper ID : 19285