Towards customer-centric sustainability: how mindful advertising influences mindful consumption behaviour

Abstract

Purpose
Though there is consensus that mindfulness induces mindful consumption (MC), empirical testing is needed to uncover the mechanism underlying temperance behaviour in the MC model proposed by Sheth et al. (2011). The role of mindful advertising in influencing MC needs deeper investigation. The purpose of this research paper is to bridge the gap.

Design/methodology/approach
The relationship between mindfulness and temperance in consumption was investigated using an online simulation. Mindful advertising by Patagonia, with a message to buy less yet demand organic, fair-trade and recycled products, was introduced as a moderator in experimental group one. The second group was exposed to an aspirational advertisement of Tommy Hilfiger, symbolic of consumption-driving communication.

Findings
Not buying any brands was the uppermost preference by the participants followed by Patagonia, which used a mindful advertisement. Tommy Hilfiger was a distant third despite using an aspirational advertisement. A predictive relationship between mindfulness and temperance in consumption remained elusive.

Practical implications
Consumer purchase decisions favouring mindfully advertised Patagonia make a strong business case for nurturing a mindful mindset and promoting mindful behaviour. The customer-centric sustainability strategy of caring for the people and the planet beforehand should take precedence over corporate social responsibility which is usually an afterthought.

Originality/value
Measuring mindfulness and MC, two constructs combined in one experimental design, using a simulation built around real-life marketing communication distinguishes this research paper.

Full text

Journal of Indian Business Research
Towards Customer-centric Sustainability: How Mindful
Advertising Influences Mindful Consumption Behaviour
Journal:
Journal of Indian Business Research
Manuscript ID
JIBR-06-2023-0207.R2
Manuscript Type:
Research Paper
Keywords:
Sustainability Marketing, Responsible Consumption, Advertisement and
Marketing, Corporate Strategy, Sustainable Consumption, consumer
behaviour
Journal of Indian Business Research

Journal of Indian Business Research
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Towards Customer-centric Sustainability:
How Mindful Advertising Influences Mindful Consumption Behaviour
Abstract
Mindfulness and Mindful Consumption (MC) are influential concepts that can bring about a
paradigm shift in consumption when integrated with Customer-Centric Sustainability (CCS)
strategies by the firms.
Purpose
Though there is consensus that mindfulness induces MC, empirical testing is needed to uncover
the mechanism underlying temperance behaviour in the MC model proposed by Sheth et al.
(2011). The role of mindful advertising in influencing MC needs deeper investigation. The
purpose of this research is to bridge the gap.
Methodology
The relationship between mindfulness and temperance in consumption was investigated using an
online simulation. Mindful advertising by Patagonia, with a message to buy less yet demand
organic, fair-trade and recycled products, was introduced as a moderator in experimental group
one. The second was exposed to an aspirational advertisement of Tommy Hilfiger, symbolic of
consumption-driving communication.
____________________________________________________________________________________
Keywords: Customer-centric Sustainability, Mindfulness, Mindful Consumption, Mindful
Advertising, Sustainability Marketing, Consumer Behaviour, Corporate Strategy
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Findings
Not buying any brands was the uppermost preference by the participants followed by Patagonia,
using a mindful advertisement. Tommy Hilfiger was a distant third despite using an aspirational
advertisement. A predictive relationship between mindfulness and temperance in consumption
remained elusive.
Originality
Measuring mindfulness and MC, two constructs combined in one experimental design, using a
simulation built around real-life marketing communication distinguishes this research paper.
Practical Implications
Consumer purchase decisions favouring mindfully advertised Patagonia make a strong business
case for nurturing a mindful mindset and promoting mindful behaviour. The CCS strategy of
caring for the people and the planet should take precedence over CSR as an afterthought.
Ethics Statement
All the authors have contributed significantly to writing this research paper.
Necessary approvals of the ethics committee at the university level were obtained before
conducting this research.
Research Funding Statement
No funding was received from any organization or institution for conducting this research.
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1. Introduction
Mindful consumption (MC) is associated with the concept of Mindfulness. However, its
empirical association needs to be strengthened further (Gupta et al., 2023). MC is a phenomenon
observed across the globe in the recent past. Consumers are trying to separate their needs from
wants. KPMG, Australia highlighted in its recent study that there was a notable shift in
behaviour of consumers towards MC in their geography (KPMG, 2020). McKinsey and Co
survey identified that brand purpose was among the top parameters which influenced consumers
to try new products (McKinsey and Co., 2020). Never before were the consumer so mindful in
their behaviour since the onset of consumption driven society in the 18th century. MC was
envisioned as the cornerstone of the business strategy by corporate to promote Customer-Centric
Sustainability (CCS) by Sheth et al. (2011). Mindfulness was predicted as a revolutionary trend
in marketing by Forbes magazine (Clark, 2014). Complimenting these changes was Marketing
Mindfulness, the consciousness of the digital age as per the new nomenclature (Wagner, 2019).
There was an exponential rise in the number of publications related to mindfulness since
2001, as depicted in the Fig -1 below, though the term mindfulness found its way in the
academic literature as early as 1982.
Fig- 1: Growing Number of Publications in Mindfulness
Mindfulness is the awareness of one's internal states and surroundings as per the
definition crafted by American Psychological Association. The operational definition of
mindfulness was proposed by Bishop et al. in 2004. On the other hand, the theoretical model of
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MC was proposed in 2011. Thus, MC is a relatively new concept in comparison with
Mindfulness. Subsequently, many scholars opined that mindfulness had potential to influence
MC behaviour (Armstrong, 2021; Bahl et al., 2016; Dhandra, 2019; Ericson et al., 2014; Gupta
et al., 2021; Wamsler et al., 2018; Wang et al., 2023). However, the illustration of how
mindfulness shapes mindset and translates it into consumption choices, seems to be missing in
most of these research papers. Empirical research that examines mindfulness from the viewpoint
of consumers, whether considered as a state or a trait, and its influence on consumption
behaviour is extremely rare (Milne et al., 2020). Mindful marketing as a variable which can
transform mindfulness into mindful mindset and thus, lead to mindful consumption behaviour,
needs to be examined in greater detail.
This research paper is a modest effort to bridge the gap by scrutinizing the relationship
between the state mindfulness and MC using an online experimental design. Its aim is empirical
validation the MC model. It is an attempt to ascertain the influence of mindful advertising on the
buying behaviour of consumers in the form of temperance in consumption.
The outline of this research paper is as under: firstly, theoretical foundation of
mindfulness as well as MC, determination of degree of mindfulness using a Five Facets
Mindfulness Questionnaire- FFMQ (Baer et al., 2006), elaboration of experimental research
design which incorporates real-life brands and their latest commercials, virtual consumer
purchase behaviour simulation as a methodology for conduct of this experiment, interpretation of
the statistical results and further discussion related to these outcomes. Implications which may be
helpful to academicians and marketing professionals alike are clearly spelt out, followed by
limitations of this experiment towards the end. Directions for future research, including possible
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observations of neurological changes in the human brain while watching mindful advertising by
consumers, are also indicated.
Measurement of mindfulness and MC, two constructs combined in one experimental design,
using a simulation built around international brands and real-life marketing communication,
makes the contribution of this research paper novel. It is a unique experiment which collects
empirical evidence related to various types of temperance behaviour as depicted in MC model
using simulation which mimics online purchase of lifestyle brands.
The resulting consumer purchase decisions favouring the mindfully advertised brand make a
strong business case of nurturing mindful mindset and promoting mindful behaviour. The results
support the argument of CCS needs to be embedded into the business strategy of the firm, rather
than as an afterthought of corporate social responsibility, to enhance organizational performance
when measured using the yardstick of triple-bottom-line of people, planet and profit.
2. Theoretical Background
Deciphering consumer buying behaviour has always been fascinating for corporates as well
as academicians. From the Utility Theory of the early 18th century to ZMOT (Zero Moment of
Truth- an online decision-making theory by Google at the beginning of last decade), the study of
consumer behaviour has revolved around two fundamental aspects- intention by consumers and
its translation into behaviour (Lecinski, 2011). Marketing has borrowed knowledge from other
fields such as psychology and sociology in the quest to find answers to these elusive questions. e.
g. applying Theory of Planned Behaviour to predict consumer’s intention (Chen, 2014).
Mindfulness may hold the key to unlock the doors to the minds of consumers and shape their
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intentions and behaviour. Scholars have relied on strong theoretical foundations to explain
mindfulness and MC ((Lim, 2017; Richter and Hunecke, 2020; Waheed et al., 2020).
Mindfulness creates a sense of caring for self, nature and society that has an effect on consumption
behaviour (Dhandra, 2019). Being mindful about consumption means being aware and paying
attention to various stimuli that trigger consumption (Bahl et al., 2016). Greater awareness, caused
by greater attention and acceptance, may lead to behavioural change. Mindfulness has immense
potential to transform well-being not just at an individual level but also at the societal and
environmental level which is the need of the 21st century. The origin, progress and linkage of both
the ideas are listed in the following sections.
2.1 MC- The Concept and Its Origin
The word consumption was derived from the French word consumpcion which itself
originated from the Latin word consumptionem. It was linked to another Latin word consumere
(from con- ‘altogether’+ sumere- ‘take up’) which means - to eat, use up or waste (American
Heritage Dictionary of The English Language, 2018). This word entered French language around
12th century and later found its way in English language.
Consumption is absolutely essential for survival of human beings. Adam Smith noted a
social trend and pointed it out in his book -The Theory of Moral Sentiments (Smith, 1759), that
people had started collecting numerous things which were not particularly useful and linking
such possessions with happiness. This was the onset of a consumption-driven society
(Trentmann, 2016). Consumption became the standard of measurement of well-being in the 20th
century. The global community currently consumes resources equivalent to those produced by
1.8 earth (Global Footprint Network, 2022). The ecological footprint of humankind has been
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exceeding biocapacity for the last 50 years leading to the current climate crisis. Today’s
consumer culture, linked to materialism, is an outcome of unending pursuit of growth and
expansion by mankind without weighing consequences of such actions. Recent research on
consumerism and well-being indicated that increase in wealth did not really lead mankind
towards greater happiness than in the past (De Wet, 2008: Armstrong, 2012). This mindless
consumption-led lifestyle is unsustainable for the individuals, the society and the planet. That is
the reason Sustainable Consumption and Production is listed as one of the SDGs (sustainable
development goals) set by the United Nations for 2030 (United Nations, 2015).
Thich Nhat Hanh (2008) said ‘Mindful consumption is the way to heal ourselves and the
world.’ The two words- Mindful and Consumption, have appeared together in academic journals
since 1970s. Few research scholars viewed MC as controlling or reducing consumption without
providing any conceptual or theoretical clarity (Conrad, 2000). Earlier definition of MC was
consumption with consciousness and restraint which would nurture the Earth (Worldwatch
Institute, 2009). There was no elaboration on the construct of MC.
A proper definition of MC was coined by Jagdish Sheth along with Setia and Srinivas in
their seminal work published in 2011. According to them, consumption took center stage in
determining the outcomes of sustainability efforts by organizations. MC was viewed from the
lens of CCS. It was envisioned as the convergence of two concepts: mindful mindset and mindful
behaviour, where the mindful mindset was a sense of self-care, community-care and nature-care
while mindful behaviour was the moderation of excesses in consumption- be it acquisitive,
repetitive or aspirational in nature (Sheth et al., 2011). The term- mindset has been used in
academic literature since the beginning of the 20th century. Mindset is a set of beliefs held by an
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individual which has an impact on his motivation level, achievement as well as well-being
(Dweck, 2019).
MC is linked with theories of responsible consumption, sustainable consumption, green
consumption, ethical consumption and other such terms (Mahmud et al., 2019). These terms are
sometimes used synonymously in academic literature. The constructs of these terms do differ
from each other.
2.2 Mindfulness- The Concept and Its Origin
The English word ‘mindfulness’ was used by T. W. Rhys Davids, an English scholar of
Pali language, as translation of the term Sati from Pali or Smrti from Sanskrit (Davids, 1881).
The roots of mindfulness can be traced to Buddha’s religion more than two thousand years
ago (Brown et al., 2007). Buddha’s teachings were followed for centuries by various
philosophers and scholars in the East. exiled or immigrated Buddhist monks such as Dalai Lama,
Thich Nhat Hanh brought mindfulness to the West in the 1960s. Application of mindfulness in
Clinical Psychology began in the1970s.
Professor Jon Kabat-Zinn demonstrated the effect of mindfulness meditation in reducing
chronic pain among a group of patients and thus, opened the doors for mindfulness-based
interventions in Clinical Psychology (Kabat Zinn et al., 1985). Thereafter, many scholars have
proven benefits of using mindfulness techniques in reducing stress, improving concentration, etc.
(Brown and Ryan, 2003). Mindfulness has led to improvements not only in physiological but
also in psychological well-being (Cash and Whittingham, 2010).
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Applications of mindfulness spread to other fields of study apart from clinical psychology.
One such application was neurobiological research in this field focused on brain activity and
structure related to mindfulness. Participating in an eight-week mindfulness meditation program
made measurable changes in the brain regions of participants associated with memory, sense of
self, empathy, and stress. (McGreevey, 2011).
Building on the work done by Bishop, a proper mechanism of mindfulness was proposed
by Shapiro et al. (2006) along with other scholars. Intention, attention and attitude were the three
pillars of mindfulness. They visualized mindfulness as being open and non-judgmental while
paying attention purposefully. This process brought a change in the perspective of viewing at
self. They coined the term: re-perceiving. According to their model rotation in consciousness, in
which the prior subject now became the object, was defined as re-perceiving. They also drew
attention to similarity in other psychological processes like decentering, de-automatization and
detachment. They postulated that mindfulness led to self-regulation. Values clarification, a
cognitive and behavioural flexibility were some of the outcomes related to mindfulness. There
are other elements of mindfulness envisioned by different authors e. g. curiosity and love were
added by Siegel and he proposed a model of mindfulness called the Wheel of Awareness (2007).
2.3 Linking Mindfulness and MC: Belief, Values, Attitude and Behaviour:
Weick and Roberts (1993) introduced mindfulness into the management literature through
an idea of a collective mind and organizational performance. The relevance of mindfulness in
consumer behaviour was highlighted first by Brunel and Dong (2006). Mindfulness has also been
linked with sustainable consumption and studied. Though the model of MC talks about a mindful
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mindset which is caring for self, society and sphere of planet earth, it does not establish a direct
linkage with the concept of mindfulness published in the literature earlier. There were attempts
to integrate responsible consumption, anti-consumption and mindful consumption in one
theoretical model (Lim, 2017). However, it is yet to be supported by a large body of empirical
evidence.
Behaviour can be interpreted as an action taken individually and collectively (Leiserowitz
et al., 2004). Intentions are the drivers of behaviour. Intentions are influenced by one’s beliefs,
attitudes and values. One’s values can be expressed as one’s standards which may be abstract.
Things, qualities or behaviour can be judged against these standards. Attitude helps in making
judgment about specific things, qualities or behaviour as right or wrong. Belief as about
existence or something being true without any particular reason or proof.
Consumption behaviour has strong linkages with beliefs, value and attitude. The
insatiable appetite of consumers, at times, becomes mindless consumption behaviour.
Materialism is positively correlated with the consumption of products that are considered as
status or prestige of the individuals who purchase them (Eastman et al., 1999). Belief in Karma
and social comparison promotes materialism (Roy et al., 2019). The materialistic approach can
adversely affect not only the well-being of an individual but also collective well-being. Buddhist
Economics and mindfulness can help reduce the gap between intention and behaviour
(Armstrong, 2020).
Being nonjudgmental is the most important characteristic of mindfulness. Being present
with one's thoughts and emotions in an open manner in a nonjudgmental manner may bring in
greater clarity concerning one's values and influences behaviour that are more consistent with
those values (Keng et al., 2011). It thus helps break any habitual patterns or routines of dealing with
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our experiences and observations and opens up possibilities in thoughts and behaviour (Pykett et al.,
2016).
3. Mindfulness and MC Experiment
Mindfulness and temperance in consumption are yet to be linked directly through a causal
relationship based on evidence gathered through empirical investigation. Such an attempt is
outlined in the following section. Efficacy of mindfulness and mindful advertising in influencing
consumption patterns is tested in experimental research conducted online as described below:
3.1 Experiment Design
Fig- 2: Experimental Design for Mindfulness, Advertising and Consumption Behaviour
MC model was stimulated using an online experiment design depicted above in the Fig-
2. Two advertisements-one mindful and the other consumption-driving, were incorporated as an
influencer in the relationship between mindfulness and mindful behaviour. The control or
independent variable was mindfulness and the dependent or test variable was consumption
behaviour, specifically related to the purchase decisions made by the participants. The moderator
variable introduced in the relationship was Advertising. Viewing mindful ad as well vs
consumption-driving ad was the condition set for two independent groups of participants.
The three forces driving consumers towards mindful consumption are awareness,
availability and affordability (Euromonitor, 2017). These were considered central to the
experimental design. It was agreed with the experts that a simulation needs to be created where
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participants would become aware of the product offerings easily through external stimuli and
would be able to make a purchase-related decision with the click a mouse without being
concerned about availability and affordability.
Various scales which measure mindfulness as a trait were considered. Finally, the degree
of mindfulness of respondents was measured, before the purchase simulation, by deploying the
15-items shorter version FFMQ scale as it had been considered as reliable and valid as the 39-
items full version of FFMQ scale by researchers (Gu et al., 2016). The questionnaire was self-
administered by the participants at the start of the experiment before the virtual purchase
simulation.
The ‘Buy less, Demand More’ advertisement by Patagonia was embedded through a
YouTube link as mindful advertising (Patagonia, 2020). One group of participants clicked and
watched it before making the purchase decision in the virtual simulation. The other group
watched an Autumn-Winter Collection advertisement (Tommy Hilfiger, 2021), a representative
consumption-driving ad as it depicted the aspirational consumption, before making the purchase
decision. This was the manipulation of the moderator variable in the experiment design.
The participants were to imagine a situation where they had prior ownership of a Monte
Carlo sweater, an Indian brand, in good condition and were contemplating buying another
sweater for the coming winter season. Buying the sweater was considered a representative
purchase-related scenario. This given situation created an acquisitive and repetitive consumption
scenario for the respondents. Sweaters of Patagonia and Tommy Hilfiger, both international
brands, being offered at a discount in an online sale were chosen to stimulate aspirational
consumption. Thus, mimicking three types of consumption behaviour outlined in the MC model
was made possible through the online experiment.
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There were four possible purchase decisions for the participants in the given scenario:
Decision 1- Buying a Tommy Hilfiger sweater. It was determined as the
less mindful choice in comparison though it was labeled as- made from
organic cotton.
Decision 2- Buying a Patagonia sweater. It was determined to be the more
mindful choice as it was labeled - made from recycled cashmere fiber
Decision 3- Buying both the sweaters. It was categorized as no temperance
in consumption
Decision 4- Not buying any sweater at all. It was perceived as temperance
in consumption in true sense
The study was labelled as a consumer behaviour study for the participants. At the end of
the experiment, the participants were made aware and thanked for their contribution to this study
related to mindfulness and MC.
The simulation was initiated by asking the participants to visualize a scenario that they
came across a random online sales notification offering discounts which was the external
stimulus triggering impulse buying. They had to view one advertisement online- Tommy Hilfiger
for one group and Patagonia for the other group. The ad was followed by the images of two
brands of sweaters- Tommy Hilfiger and Patagonia, each with a claim about caring either for
self, society or sphere. They had to make a decision related to purchase of the sweaters without
any monetary constraints.
The experimental design was shared with the experts in the area of mindfulness as well as
behaviour studies in academia and industry. The experiment was refined based on their feedback.
Two Google forms were designed accordingly and tested among a small number of target
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respondents. Based on their responses, queries and inputs, the Google forms were further
modified and circulated online.
3.2 Experiment Methodology
The target audience for this experiment were adults in the age bracket of 18 to 65 with
varied gender, education level, occupation and marital status. Two different links to the online
simulation of the experiment, created using Google forms, were shared with the target audience
using social media platforms like LinkedIn, Facebook, WhatsApp, Twitter and Instagram. The
responses were filtered and encoded using MS- Excel version 2019 and then computed, cross-
tabulated analyzed using IBM SPSS Statistics Software version 28.0.0.
The data were checked for normal distribution using skewness and kurtosis tests. The
conditions of independence of observation and mutually exclusive and exhaustive categories for
dependent variables were met before analyzing the data. The relationship between mindfulness
score and purchase decision was analyzed using multinomial logistic regression as mindfulness
score, the independent variable, was ordinal and purchase decision, the dependent variable was
nominal. Multinomial regression was also carried out for the 5 different facets of mindfulness
captured through the 15-items FFMQ, and purchase decisions made by the participants. Fisher’s
Exact Test was deployed to check the relationship between various demographic parameters of
participants like gender, age, education, work and marital status with purchase decisions made by
them. The Chi-square test was used to determine the relationship between the category of
advertisement, be it mindful or consumption-driving, viewed and buying behaviour.
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4. Results
A total of 142 unique responses were shortlisted and analyzed after scrutinizing 149
responses received for the experiment. The summary of purchase decisions by 142 participants is
given below in Table-1:
Table- I: Summary of Purchase Decision by Respondents
The highest number of participants opted for not buying any sweater at all (35.9%)
followed by purchasing of Patagonia brand (33.8%). Buying Tommy Hilfiger was the third
choice (23.2%) and buying both sweaters was the least preferred choice among the participants
(7%).
There were two groups - one which viewed the mindful advertisement (Patagonia ad) and
the other group which did not view the mindful advertisement (Tommy Hilfiger ad which was
consumption-driving). While Tommy Hilfiger was the preferred choice in the group which was
exposed to its consumption-driving ad, Patagonia was the top preference for the group watching
its mindful ad.
Given below are the results of the Chi-square test between mindful ad viewing and the
purchase decision:
Table- II: Chi-square Test Results Between Mindful Ad Viewing and Purchase Decisions
As the Chi-square calculated had a p-value less than 0.10, the null hypothesis that there
was no relationship between mindful advertisement and consumption behaviour, was rejected. It
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meant that mindful advertising viewing positively influenced participants while making their
purchase decision i.e. consumption behaviour. This was the most significant result derived from
the experiment.
Multinomial regression was carried out with purchase decision as the dependent variable
and mindfulness score as the independent variable. The level of significance was kept at 90%.
However, the model was considered statistically not significant as the p-value was greater than
0.1.
To evaluate the relationship between various demographic parameters of the participants
with the purchase decision, the Fisher-Freeman-Halton Exact Test was used. The reason for
choosing this test over the Chi-square test was to enhance the accuracy of results that may
otherwise get affected due to a high number of cells with a value less than 5. The Fisher’s test
results for the five demographic parameters- gender, age, education, occupation and marital
status were found to be not statistically significant in terms of association with the purchase
decision.
5. Discussions and Conclusions
The tabulation of purchase decisions for both the groups combined ranked as follows- Not
buying any sweater, as the top choice among the participants (35.9%), slightly greater than
Buying Patagonia sweater choice (33.8%). Buying Tommy Hilfiger was the third preference
(23.2%). Buying both sweaters was the distant fourth choice (7%). The Patagonia mindful ad had
a very strong message about buying fewer goods and demanding more in terms of organic, fair
trade and recycled goods as compared to the aspirational ad of Tommy Hilfiger. Based on the
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above results, it would be prudent to say that mindful advertising, while genuinely advocating
temperance in consumption, helped create a strong preference for the brand Patagonia and thus,
mindful marketing gave Patagonia an edge over the competing brand, Tommy Hilfiger.
While the design of this experiment had a clear intent to bridge the gap between
mindfulness and mindful consumption, the data analyzed could not be construed as empirical
evidence substantiating the claim that the degree of mindfulness is directly linked to temperance
in consumption. It implies that there may be other factors, apart from mindfulness, which may
have a bearing on MC which have not been incorporated in this experimental design.
Mindfulness has been empirically observed in the context of consumption by a few
scholars. e. g. research on the effects of different types of mindfulness sessions on the mindful
eating behaviour of children (Gayoso et al., 2021). MC model has been investigated in terms of
the intention and behaviour of consumers. e. g. Gadhavi and Sahni (2020) tested the care and
temperance dimension of MC among young Indian consumers. Though they could identify a
caring mindset, it had not completely translated into mindful behaviour. A recent study by Wang
et al. (2023) regarding impact of mindfulness in making choice about dietary supplements had
positive results to showcase. This experiment is a case of empirical testing of mindful
consumption promoted using mindful advertising.
Marketing needs to perform a balancing act between business growth and sustainability. It
needs to reinvent itself given limited natural resources and high impact on the environment
(Kotler, 2011). It should be redefined as a discipline which is pro-social and should have
customer care as its top priority (Haider et al., 2022). Mindfulness as a way of life, embedded
into the mindset of citizen-consumers of global society is the path towards the well-being of self,
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society and nature. Mindful marketing, in principle, is aligned with sustainable development goal
of Responsible Production and Consumption (United Nations, 2015).
6. Limitations and Direction for Future Research
While every attempt has been made to study the available literature on MC and
Mindfulness, there is a dearth of literature on empirical investigation which combined these two
ideas. Interpretations of both terms differ considerably across fields of study and divergent views
held by the scholars make it even more difficult to propose a unified model combining all types
of consumption terminology. This is as elusive as the ‘Theory of everything’. The scarce
availability of literature regarding mindful marketing and advertising makes this task even more
difficult.
There were certain limitations while designing and conducting this experimental
research. The experimental design was tailored for online mode and self-administration. This
methodology may have excluded members of the population who were not technology savvy
enough to participate. The participants who volunteered for the experiment were connected to
various social media platforms. It means that those who were not connected through social media
might not have come across the opportunity to take part in this experiment.
To make the experiment as realistic as possible, existing brands and existing ads were
used. Participants may have had preconceived notions about these brands and that could have
influenced their choice.
Though empirical evidence highlighting positive impact of mindfulness has been
gathered in diverse experiments, it cannot be generalized due to a lack of standardization. This
can be taken up, at least in the area of mindful consumption behaviour.
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As there are various scales developed to measure mindfulness- both as a trait and as a
state, it may be prudent to replicate the model used in this experiment and validate using
different scales of mindfulness. The scale to measure MC behaviour which has been developed
recently by Gupta and Verma (2019) can be utilized to validated this model further with varied
consumer groups and different purchase situations to further consumer research in this area in the
near future.
Neurobiological investigations about different parts of the human brain getting activated
due to mindfulness and in turn, help break down the habitual behaviour patterns is quite
promising for future mindful consumption research. The Mindset Theory promoted by
Gollwitzer (1999) can be mapped to the MC model for greater clarity of the underlying
mechanism. Functional MRI is the tool recommended for such investigations. Network control
theory application to mindful attention using fMRI is one such attempt carried out recently (Zhou
et al., 2023)
Belief, attitude and values are linked with intention and behaviour. Theory of Planned
Behaviour (TPB) by Ajzen (1991), well-researched and widely accepted, can be superimposed
on mindfulness and MC models which may help to draw parallels and critique the model.
Research on the predictive value of TPB in MC can enlighten marketers.
Marketing communication needs to be reexamined with a sharper focus on making
consumers mindful and promoting mindful consumption at all levels. Future studies may focus
on mindfulness in marketing to target this niche but rapidly growing segment.
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Fig- 1: Growing Number of Publications in Mindfulness
Fig- 2: Experimental Design for Mindfulness, Advertising and Consumption Behaviour
Consumption
Behaviour
(Dependent
variable)
Mindful Ad vs.
Consumption-driving Ad
(Moderator
variable)
Mindfulness as a
Trait
(Independent
variable)
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Table- I: Summary of Purchase Decision by Respondents
Table-II: Chi-square Test Results Between Mindful Ad Viewing and Purchase Decisions
Mindful Ad Viewing and Purchase Decision Crosstabulation Case Processing Summary
Cases
Valid
Missing
Total
N
Percent
N
Percent
N
Percent
Mindful Ad Viewing *
Purchase Decision Code
142
100.0%
0
0.0%
142
100.0%
Purchase Decision Code
1- Buy
Tommy
Hilfiger
2- Buy
Patagonia
3- Buy
Both The
Sweaters
4- Buy
None
Total
Count
17
6
7
10
40
Expected Count
9.3
13.5
2.8
14.4
40.0
% within Mindful Ad
Viewing
42.5%
15.0%
17.5%
25.0%
100.0%
% within Purchase
Decision
51.5%
12.5%
70.0%
19.6%
28.2%
0- No
% of Total
12.0%
4.2%
4.9%
7.0%
28.2%
Count
16
42
3
41
102
Expected Count
23.7
34.5
7.2
36.6
102.0
% within Mindful Ad
Viewing
15.7%
41.2%
2.9%
40.2%
100.0%
% within Purchase
Decision
48.5%
87.5%
30.0%
80.4%
71.8%
Mindful
Ad
Viewing
1- Yes
% of Total
11.3%
29.6%
2.1%
28.9%
71.8%
Total
Count
33
48
10
51
142
N
%
Buy both the sweaters- Patagonia as well as Tommy Hilfiger
33
23.2%
Buy Patagonia sweater
48
33.8%
Buy Tommy Hilfiger sweater
10
7.0%
Do not buy any sweater
51
35.9%
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Expected Count
33.0
48.0
10.0
51.0
142.0
% within Mindful Ad
Viewing
23.2%
33.8%
7.0%
35.9%
100.0%
% within Purchase
Decision
100.0%
100.0%
100.0%
100.0%
100.0%
% of Total
23.2%
33.8%
7.0%
35.9%
100.0%
Chi-square Tests
Value
df
Asymptotic
Significance
(2-sided)
Pearson Chi-Square
25.209a
3
.000
Likelihood Ratio
24.264
3
.000
Linear-by-Linear Association
3.629
1
.057
N of Valid Cases
142
a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 2.82.
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