An Empirical Exploration on Mindfulness and Mindful Consumption

Mindfulness is a very active research topic and is closely related to consumption behavioral aspects and attitudes. On the other hand, the concept of mindful consumption is a rather new emerging field in consumer behavior literature with a few studies addressing the key elements. It focuses mainly on the selection of what we are buying with intended consciousness and attention and enables us to discern the bare benefits from a promoted product and to make conscious choices that are in accordance with our values and have positive effects to ourselves, the society and nature. This study aims to explore some key dimensions of mindfulness and mindful consumption area and present the initial empirical findings from a survey held among Greek consumers. It is promising to see that the respondents in their majority are conscious about not being mindful at the time being, but at the same time they are willing to cultivate mindfulness. This will have a positive impact towards higher levels of mindful consumption. Results are of importance for social scientists and marketing research and can be further elaborated in subsequent research.