How mindfulness relates to the intention to purchase sustainable products and consumer well-being

Abstract

With the growing importance of sustainability, this research aims to examine the intricate interconnections of mindfulness and sustainable purchasing intention through the lens of social values. Specifically, we explore how mindfulness influences well-being, sustainable trust, and frugality, impacting sustainable consumption intentions through social values. This research was conducted using a quantitative method of interviewing via an online questionnaire with a sample of 347, analyzing data by using the PLS-SEM model. We conclude that ephemeral content marketing increased advertising value, self-brand connection, and brand authenticity. We conclude that mindfulness increases well-being, sustainable trust, and frugality, positively impacting sustainable consumption intention through social values. Result: The results of the study reveal significant relationships between mindfulness, sustainable purchasing intention, and consumer well-being. Mindfulness positively influences happiness, sustainable trust, and frugality, highlighting its foundational role in fostering sustainable attitudes and behaviors. Happiness and sustainable trust, in turn, have significant positive effects on sustainable purchasing intention, with sustainable trust emerging as a key driver. However, frugality does not directly impact sustainable purchasing intention. Additionally, the moderating role of social value was not supported, indicating it does not significantly influence the relationships between sustainable trust, happiness, and sustainable purchasing intention. These findings underline the importance of mindfulness in promoting sustainable consumer behavior, while also suggesting that certain factors like social value and frugality may play less direct roles in shaping purchasing intentions