Mindfulness for Sustainable Consumption. First Findings from a Qualitative Research on Religious Beliefs Oriented Consumers

Mindful consumption is an evolving and still debated phenomenon, often referred to sustainability. It is pursued by consumers who believe they can contribute to improving the environment and society also through their purchasing and consumption decisions. Numerous articles, with even divergent results, underline the importance of studies on the intrinsic motivations behind conscious purchasing attitudes and choices and their relationships. Among the various motivations, the literature has also considered religious values, which can represent a crucial antecedent for understanding the phenomenon of purchasing and consumption. In marketing literature, however, there are still few studies that examine religious values from a purchasing and consumption behaviour point of view, whereas other disciplines, such as sociology and psychology, have long recognized the relevance of these values. This paper, based on suggestions from previous studies, tries to fill this gap, and presents the first results of a larger study that has its theoretical basis on a specific model of conscious consumption.