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Mindfulness and anti-consumption behavior: the role of authentic living

Li Min Lin (Guilin University of Electronic Technology, Guilin, China)
Hyun Jung Park (Chungbuk National University, Cheongju, Republic of Korea)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 5 January 2023




This study analyzed the relationships among sub-factors of mindfulness and two anti-consumption lifestyles caused by personal and social/environmental concerns. This study also investigated the pursuit of authenticity mediating this relationship.


A survey based on self-administered questionnaires and structural equation modeling was used to analyze the collected data via Statistical Product Service Solutions (SPSS) 23 and Analysis of MOment Structure (AMOS) 23. Multiple mediation analysis was adopted to investigate the mediating role of authenticity dimensions via SPSS PROCESS macro.


The relationship between mindfulness and anti-consumption behavior was generally positive. Except for describing and non-judgment, most facets of mindfulness were positively related to anti-consumption patterns. Only the indirect effect of authentic living (AL) was significant in the impact of mindfulness on anti-consumption behavior.


To the authors' knowledge, this study is the first to examine the link between mindfulness and anti-consumption and potential mechanism of anti-consumption – authenticity seeking, extending knowledge about mindfulness and providing insights for environmentalists, public decision-makers, marketers and consumers.



Funding: This work was supported by the project for enhancing basic scientific research ability of young and middle-aged teaching staff in Guangxi Universities: [Grant Number: 2022KY0211].

Declarations of interest: none.


Lin, L.M. and Park, H.J. (2023), "Mindfulness and anti-consumption behavior: the role of authentic living", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print.



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