Mindful Consumption Mediates Effects of Mindfulness on Compulsive Buying and Hedonic Buying: An Abstract

Practice-oriented magazines as well as marketing gurus suggest use of mindfulness in marketing and the rise of mindful consumption (Kotler, 2021; Parvatiyar & Sheth, 2023). Integrating mindfulness into marketing is tough for traditional marketers (Hagenbuch, 2022; Tiland, 2019). 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 (Armstrong, 2012; Zengin et al., 2022). Literature calls for finding mediators on such effects of mindfulness (Gupta & Sheth, in press). We aim to explore the mechanism of these effects using a cross-section study (n=1880). Mindfulness means paying attention on purpose, to the present moment and non-judgmentally so as to be aware of every moment (KabatZinn, 2003). Practice-oriented magazines like CMO and Forbes emphasize the importance of mindfulness in marketing (Clark, 2014; Mitchell, 2019). Mindfulness reduces consumption by resolving the problems of automatic behaviour and need for fulfilment. Mindful consumers have high awareness, nurture non-materialistic values, and have empathy with society and environment (Fischer et al., 2017; Rosenberg, 2004). Mindful consumption is the manifestation of mindfulness in consumer decision making (Bahl et al., 2016). It arises from a mindset of awareness and attention and includes caring for self, society, and nature along with a mindset of temperance (Gupta & Sheth, in press; Lim, 2017; Sheth et al., 2011). Mindful consumers show high level of attitudinal and behavioral loyalty towards good quality offerings (Ndubisi, 2014). It shows negative association with materialism and positive association with self-esteem (Gupta, 2019). Impact of mindful consumption on compulsive buying is yet to be ascertained empirically (Gupta & Sheth, in press). Compulsive buying is excessive buying of unnecessary products and services (Faber & O’Guinn, 1992; Mrad & Cui, 2020). Mindfulness interventions have been found to reduce compulsive buying from physical as well as online stores (Armstrong, 2012; Brunelle & Grossman, 2022). Mindful consumption enhances the appreciation of daily experiences and makes consumers less vulnerable to the purchase-related false sense of fulfilment (Armstrong, 2012; De wet, 2008; Gupta, 2019). Hedonic buying means consuming things for satisfying the pleasure-seeking behavior (Hirschman & Holbrook, 1982). This may include spontaneity, entertainment, and instant gratification. Prior research found negative correlation between hedonic buying and mindfulness (Zengin et al., 2022). Mindful consumption may increase hedonic buying due to pleasure-seeking behaviour attributed to awareness of self (Gupta & Sheth, in press), and caring for self (Sheth et al., 2011).