Towards customer-centric sustainability: how mindful advertising influences mindful consumption behaviour
Journal of Indian Business Research
ISSN: 1755-4195
Article publication date: 22 February 2024
Issue publication date: 4 April 2024
Abstract
Purpose
Though there is consensus that mindfulness induces mindful consumption (MC), empirical testing is needed to uncover the mechanism underlying temperance behaviour in the MC model proposed by Sheth et al. (2011). The role of mindful advertising in influencing MC needs deeper investigation. The purpose of this research paper is to bridge the gap.
Design/methodology/approach
The relationship between mindfulness and temperance in consumption was investigated using an online simulation. Mindful advertising by Patagonia, with a message to buy less yet demand organic, fair-trade and recycled products, was introduced as a moderator in experimental group one. The second group was exposed to an aspirational advertisement of Tommy Hilfiger, symbolic of consumption-driving communication.
Findings
Not buying any brands was the uppermost preference by the participants followed by Patagonia, which used a mindful advertisement. Tommy Hilfiger was a distant third despite using an aspirational advertisement. A predictive relationship between mindfulness and temperance in consumption remained elusive.
Practical implications
Consumer purchase decisions favouring mindfully advertised Patagonia make a strong business case for nurturing a mindful mindset and promoting mindful behaviour. The customer-centric sustainability strategy of caring for the people and the planet beforehand should take precedence over corporate social responsibility which is usually an afterthought.
Originality/value
Measuring mindfulness and MC, two constructs combined in one experimental design, using a simulation built around real-life marketing communication distinguishes this research paper.
Keywords
Acknowledgements
The authors acknowledge the valuable suggestions given by unknown reviewers and editorial team.
All the authors have contributed significantly to writing this research paper. Necessary approvals of the ethics committee at the university level were obtained before conducting this research.
No funding was received from any organization or institution for conducting this research.
Citation
Shikalgar, A., Menon, P. and Mahajan, V.C. (2024), "Towards customer-centric sustainability: how mindful advertising influences mindful consumption behaviour", Journal of Indian Business Research, Vol. 16 No. 1, pp. 119-133. https://doi.org/10.1108/JIBR-06-2023-0207
Publisher
:Emerald Publishing Limited
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