Mindful consumption: Its conception, measurement, and implications

Most traditional marketers avoid using mindful consumption (MC) despite fast-rising consumer mindfulness, MC-advocation by trade magazines, and the success of tech-savvy, MC-oriented start-ups. We identify two gaps for this divergence—varying conceptions of MC and lack of a valid MC scale. Conception clarity and a valid MC scale are important for advancing managerial practice. We first integrate current, varying conceptions to identify three MC dimensions: Awareness, Caring, and Temperance. These signify awareness of self, society, and the environment (SSE), caring for the effects of consumption on SSE, and temperance in consumption. We then develop, refine, and validate the MC scale using 10 studies. We also assess the MC nomological network and scale robustness across genders, ages, occupations, and incomes. Marketers can use MC scale for product innovation, differentiation, and diversification. Policymakers can use this to nudge people towards MC-oriented sustainable behavior. This research opens multiple avenues for future research.