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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

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. 35 No. 9, pp. 2110-2121. https://doi.org/10.1108/APJML-06-2022-0492