Purpose

Ethical consumption is an integral component for the sustainable development in the world and is especially challenging in the Western consumer society. This research demonstrates that mindfulness, a Buddhism-based notion, is associated with two related and distinctive approaches of ethical consumption: refinement and reduction. It examines the psychological mechanisms underlying the effects of mindfulness on these two approaches of ethical consumption.

Design/methodology/approach

Self-report data were collected through an online survey with consumers from western societies (N = 523).

Findings

The findings show (1) that the significance of mindfulness on both approaches of ethical consumption and (2) that the contrast between the different mechanisms underlying them. Specifically, the mindfulness–consumption refinement link is fully mediated by connectedness-to-nature whereas the mindfulness–consumption reduction link is fully mediated by connectedness-to-nature and self-control. A series of supplementary studies further confirmed the proposed model.

Research limitations/implications

It demonstrates the multifaceted and complex nature of ethical consumption, which is positively associated with mindfulness but through distinctive psychological mechanisms.

Practical implications

The multifaceted and complex nature of ethical consumption and its underlying drivers need special attention. Mindfulness can be an effective means to boost ethical consumption behavior. Meanwhile, nurturing the sense of connectedness to nature and self-control capability facilitates the path-through of the positive impacts of mindfulness

Social implications

The findings can be adopted to enhance the effectiveness of mindfulness practice in promoting ethical consumption towards achieving the Sustainable Consumption goal, especially in the West.

Originality/value

The paper makes original contribution by conceptualizing two interrelated and distinctive approaches of ethical consumption and shows how mindfulness promotes both through different mediating pathways. Overall, this study paints a clearer picture how mindfulness relates to ethical consumption.

中文翻译：

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道德消费中的正念：与自然的联系和自我控制的中介作用

目的

道德消费是世界可持续发展不可或缺的组成部分，在西方消费社会尤其具有挑战性。这项研究表明，正念是一种基于佛教的概念，它与两种相关且独特的道德消费方法有关：提炼和减少。它研究了正念对这两种道德消费方法的影响背后的心理机制。

设计/方法/方法

自我报告数据是通过对西方社会消费者的在线调查收集的（N  = 523）。

发现

研究结果表明 (1) 正念对两种道德消费方法的重要性，以及 (2) 它们背后的不同机制之间的对比。具体而言，正念-消费精化环节完全由与自然的联系介导，而正念-消费减少环节则完全由与自然的联系和自我控制介导。一系列补充研究进一步证实了所提出的模型。

研究限制/影响

它展示了道德消费的多面性和复杂性，它与正念正相关，但通过独特的心理机制。

实际影响

道德消费的多面性和复杂性及其潜在驱动因素需要特别关注。正念可以成为促进道德消费行为的有效手段。同时，培养与自然的联系感和自我控制能力有利于正念的积极影响的传递

社会影响

研究结果可用于提高正念练习在促进道德消费以实现可持续消费目标方面的有效性，尤其是在西方。

原创性/价值

该论文通过概念化道德消费的两种相互关联且独特的方法做出了原创性贡献，并展示了正念如何通过不同的中介途径促进两者。总的来说，这项研究更清晰地描绘了正念与道德消费的关系。