Abstract

Consumption is a pleasurable activity associated with strong perceived sense of happiness. Fashion overconsumption is a common phenomenon due to high accessibility and affordability. Overconsumption has long-term negative consequences for individual consumers and society. Responsible consumerism is emerging, but there is a dearth of research analyzing mindfulness as a psychological and behavioral construct. Mindfulness has not been studied sufficiently in fashion consumption, with extant literature focusing only on consumer behavior toward sustainable fashion. Youth are proliferate fashion consumers; thus, examining their “mindfulness” is important. The study examined “Care” and “Temperance” as two aspects of mindfulness, depicted in the Mindful Consumption model of Sheth et al. Thirty-two respondents aged 18–25 years were personally interviewed. Data were analyzed with a repertory grid technique. Environmental consciousness and social empathy emerged as significant care aspects. Behaviorally, young consumers were tempted toward fast fashion and valued hedonism in fashion. However, they also appeared meditative in their fashion purchases. Misalignment was found in the care and temperance dimensions as young Indian consumers have a caring mindset, but notably “mindless” behavioral orientations. Emergence of “self” as an important care consideration can induce effectual mindfulness. Evoking temperance is also needed for more responsible and conscious fashion consumption.

摘要

消费是一种愉悦的活动，与强烈的幸福感相关。由于易获取性和可负担性高，时尚过度消费是一种普遍现象。过度消费对个人消费者和社会都有长期的负面影响。负责任的消费主义正在兴起，但缺乏将正念作为一种心理和行为建构来进行分析的研究。正念在时尚消费中尚未得到足够的研究，现有文献仅关注消费者对可持续时尚的行为。青年激增时尚消费者；因此，检查他们的“正念”很重要。该研究将“护理”和“节制”作为正念的两个方面进行了检验，这在Sheth等人的正念消费模型中得到了描述。对32位年龄在18-25岁之间的受访者进行了个人访谈。数据采用了存储网格技术进行了分析。环境意识和社会移情已成为重要的护理方面。从行为上讲，年轻的消费者倾向于快速时尚并重视时尚享乐主义。但是，他们在购买时尚商品时也表现出冥想性。在年轻和年轻的印度消费者怀有关怀心态的同时，他们在护理和节制方面也发现了不对劲。“自我”的出现是重要的护理考虑因素，可以引起有效的正念。为了更负责任和有意识地消费时尚，还需要唤起节制。年轻的消费者倾向于快速时尚，并重视时尚享乐主义。但是，他们在购买时尚商品时也表现出冥想性。由于年轻的印度消费者怀有关怀的心态，但在护理和节制方面却发现了不对劲，但特别是“无心”的行为取向。“自我”的出现是重要的护理考虑因素，可以引起有效的正念。为了更负责任和有意识地消费时尚，还需要唤起节制。年轻的消费者倾向于快速时尚，并重视时尚享乐主义。但是，他们在购买时尚商品时也表现出冥想性。由于年轻的印度消费者怀有关怀的心态，但在护理和节制方面却发现了不对劲，但特别是“无心”的行为取向。“自我”的出现是重要的护理考虑因素，可以引起有效的正念。为了更负责任和有意识地消费时尚，还需要唤起节制。