MINDFUL CONSUMPTION MEDIATES EFFECTS OF MINDFULNESS ON COMPULSIVE BUYING AND HEDONIC BUYING

Practice-oriented magazines as well as marketing gurus suggest use of mindfulness in marketing and the rise of mindful consumption. Existing literature shows negative impact of mindfulness on compulsive buying and hedonic buying, but the mechanisms of these effects are yet to be fully explained. Literature calls for finding mediators on such effects of mindfulness. We aim to explore the mechanism of these effects using a cross-section study. We conducted this research to evaluate if mindful consumption may help in explaining the effects of mindfulness on compulsive buying and hedonic buying. Using a cross-section study, we identified the mediation role played by mindful consumption. The effect on compulsive buying is explained by mindful consumption but the effect on hedonic buying is reversed when it is mediated through mindful consumption due to its components of awareness and caring both of which act differently from temperance in consumption