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1 – 10 of over 1000Amir Shikalgar, Preetha Menon and Vaishali C. Mahajan
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…
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.
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Sharad Gupta, Weng Marc Lim, Harsh V. Verma and Michael Polonsky
Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively…
Abstract
Purpose
Mindful consumption is a popular concept that is often associated with mindfulness and religious faith, but nonetheless, its empirical associations to these remain relatively underexplored. Clarifying the impact of mindfulness and religious faith on mindful consumption is important to delineate their effectiveness in influencing consumers to reconsider consumption decisions (e.g. the need for additional products) given the detrimental effects of mindless consumption (e.g. financial debt, environmental degradation and materialistic culture). The concern about mindfulness potentially being a religious matter can also be resolved through empirical validation. Hence, the purpose of this research is to advance the empirical understanding of how mindfulness and religious faith impact on mindful consumption and whether mindfulness and religious faith are interrelated.
Design/methodology/approach
The authors adopt a multistudy approach to scaffold the exploration of mindfulness and religious faith as precursors of mindful consumption.
Findings
Study 1 carries out an experiment with undergraduates and demonstrates that mindfulness encourages mindful consumption. Study 2 conducts an offline survey with undergraduates and provides evidence that mindfulness and religious faith independently (i.e. without interacting with each other) encourage mindful consumption. Study 3 uses an online survey of consumers for conceptual replication and reaffirms the findings of Studies 1 and 2 across gender, occupations and household incomes (except middle-income households).
Research limitations/implications
The implications of these findings are discussed, wherein mindfulness and religious faith are earmarked as viable avenues for promoting mindful consumption.
Originality/value
This seminal attempt uses multiple studies to empirically validate the nature and generalizability of relationships between mindfulness, religious faith and mindful consumption.
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Sharad Gupta and Harsh V. Verma
The purpose of this paper is to investigate the effect of mindfulness meditation sessions on students of higher education in terms of their mindfulness, mindful consumption…
Abstract
Purpose
The purpose of this paper is to investigate the effect of mindfulness meditation sessions on students of higher education in terms of their mindfulness, mindful consumption behavior and life satisfaction.
Design/methodology/approach
Participants of research were higher education students. The research included two studies. The first (screener) study endorsed that mindfulness was higher in students with higher mindfulness meditation frequency. The second study used difference-in-differences experimental design using a treatment and a control group. These groups participated in pre and post-treatment surveys. The treatment was given as guided short mindfulness meditation sessions as suggested by mindfulness guru – Dr Jon Kabat-Zinn. The treatment group received these sessions at the end of regular subject classes for two months.
Findings
The experiment revealed that mindfulness, mindful consumption and life satisfaction change significantly in the treatment group after treatment as compared to the control group.
Research limitations/implications
Limitations of the study included sample size and attrition. In total, 149 students participated in the screener study. In total, 94 students were given pre-treatment survey as per research design and 80 participated in post-treatment survey.
Practical implications
This experiment demonstrated that important traits and behavior like life satisfaction and mindful consumption behavior of higher education students can be improved significantly. The effectiveness of guided short mindfulness sessions, conducted in the classroom environment, was also confirmed.
Social implications
The inclusion of mindfulness in the regular curriculum by policy makers would benefit students, faculty members and overall quality of learning environment.
Originality/value
Though previous researches have separately investigated relationships of mindfulness with life satisfaction, there is a lack of research to show association of mindfulness, mindful consumption and life satisfaction.
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Naresh K. Malhotra, Olivia F. Lee and Can Uslay
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating…
Abstract
Purpose
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.
Design/methodology/approach
Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.
Findings
The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.
Practical implications
The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.
Originality/value
The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.
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The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production…
Abstract
Purpose
The purpose of this paper is to introduce and explore the tenets of the mindful entrepreneurial marketing (MEM) construct and to illustrate its mediation effect between production and consumption.
Design/methodology/approach
Based on the existing mindfulness and entrepreneurial marketing research, this paper explores tenets of MEM and presents a basic taxonomy to identify mindful production and consumption practices, and opportunities for MEM initiatives.
Findings
The study proposes that the combination of mindfulness and entrepreneurial marketing approach provides an ideal match where both consumers and mindful producers can become more mindful and prosper. As a new construct, MEM has the potential to alleviate lack of consumption, to create awareness about overconsumption and, ultimately, to enhance societal welfare by increasing the efficiency of markets by enabling more effective usage of society’s resources.
Originality/value
This paper is the first study that focuses on the MEM construct. In this respect, the study contributes to mindfulness, mindful marketing, entrepreneurial marketing and the general marketing literature.
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Hoa Pham, Huu Phuc Dang and Bang Nguyen-Viet
The call for consumption reduction behavior has been getting more attention from scholars and practitioners. However, the consumption reduction often receives backfire from…
Abstract
Purpose
The call for consumption reduction behavior has been getting more attention from scholars and practitioners. However, the consumption reduction often receives backfire from consumers because it does not follow the business philosophy of demand creation. Thus, this research dissolves this issue by using a holistic corporate social responsibility (CSR) approach regarding sustainable development.
Design/methodology/approach
A conceptual model was developed to represent the proposed relationships among the related variables. The current study employed an online survey to collect data from 341 international program students of three prominent universities in Ho Chi Minh City, Vietnam.
Findings
The findings indicate that the perception of the holistic CSR negatively impacts perceived corporate hypocrisy, triggering in turn brand credibility, resulting in brand advocacy and mindful consumption behavior.
Originality/value
This research forms a holistic CSR including economic, environmental and societal dimensions and proposes that the holistic CSR triggers brand advocacy and mindful consumption behavior representing consumption reduction behavior via the mediating roles of perceived corporate hypocrisy and brand credibility. These findings contribute to theoretical and managerial implications in CSR practices with the aim of consumption reduction.
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Jihad Mohammad, Farzana Quoquab and Nur Zulaikha Mohamed Sadom
This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In…
Abstract
Purpose
This study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.
Design/methodology/approach
The data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.
Findings
The results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.
Originality/value
This study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.
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Kaushik Samaddar and Sanjana Mondal
Food not only satisfies the need and nourishes positive experiences but also enhances involvement with the cultural, social and environmental attributes of a destination. As urban…
Abstract
Purpose
Food not only satisfies the need and nourishes positive experiences but also enhances involvement with the cultural, social and environmental attributes of a destination. As urban tourism is embracing sustainable consumption practices (SCP), this study aims to explore tourist’s responsible behaviour by embracing traditional gastronomic delicacies. More specifically, it pinpoints the driving forces behind why people choose traditional gastronomic delights.
Design/methodology/approach
The study adopted the triangulation method involving the grounded theory approach (GTA) attained through a series of focus group discussions followed by the survey method taking an emerging economy’s perspective (India and Bangladesh). This study accords equal importance to both the demand and supply perspectives of gastronomic tourism and its stakeholders.
Findings
Critical dimensions such as travel motivation, tourist expectations, socio-economic perspectives, mindful consumption, sustainable marketing efforts and community awareness were identified as major influencers towards traditional gastronomic delicacies.
Practical implications
The present study bears significance to the urban developers, policymakers, marketers, regional tourism bodies and tour operators in promoting urban gastronomic cultures through marketing traditional delicacies for sustainable development of the evolving gastronomic industry in India and Bangladesh.
Originality/value
This study makes a novel attempt in exploring critical dimensions in an evolving gastronomic industry by blending an innovative qualitative research methodology like GTA supported by the empirical validation process (quantitative). It proposes a theoretical framework for further advancement of gastronomic and urban tourism towards a SCP.
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Alok Tewari, Smriti Srivastava, Divya Gangwar and Vimal Chandra Verma
The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study…
Abstract
Purpose
The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.
Design/methodology/approach
A total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.
Findings
Mindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.
Originality/value
This research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India
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Rawa Alwadani and Nelson Oly Ndubisi
Family centered non-economic (FCNE) goals, such as environmental and social goals, are sometimes strenuous to “sell” to non-family members in a family business, and are often open…
Abstract
Purpose
Family centered non-economic (FCNE) goals, such as environmental and social goals, are sometimes strenuous to “sell” to non-family members in a family business, and are often open to resistance. The purpose of this paper is to identify socio-psychological mechanisms for achieving FCNE goals because, in addition to economic goals, they are the other two components of the triple bottom line.
Design/methodology/approach
Through a juxtaposition of the literature on family businesses, and the theories of mindfulness and psychological ownership, this paper argues for the facilitating roles of family involvement and mindful organizing in the achievement of FCNE goals. An example of how a Kuwaiti oil company implements these ideas is appended.
Findings
A moderated link between family involvement, mindful organizing and FCNE goal of environmental sustainability. Besides its direct effect on environmental sustainability, mindful organizing also has a potential mediating role in the relationship between family involvement and environmental sustainability. Psychological ownership, environmental sensitivity and individual mindfulness will moderate the relationship between mindful organizing and the achievement of environmental sustainability goals.
Research limitations/implications
The paper presents ten propositions and argues that three types of family involvement (ownership, management and inter-generational), together with non-family engagement (through mindful organizing) would lead to success in achieving the FCNE goal of environmental sustainability. Psychological ownership, environmental sensitivity and individual mindfulness are potential moderators.
Practical implications
The paper suggests some key drivers of FCNE goal of environmental sustainability as well as several contingent factors. Applicable to family businesses, owners and/or managers of similar firms can apply knowledge from this study in the pursuit of environmental sustainability.
Originality/value
The paper’s model advances the current understanding of the link between family involvement, mindful organizing, environmental sustainability, psychological ownership, environmental sensitivity and individual mindfulness in the context of family business. The paper further suggests new future research directions.
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