Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity

Abstract

Ecological economists seek alternatives to capitalism that might establish societies that prioritize respect for the planet. Building on recent conceptual works, the current research adopts a self-determination perspective on human motivation to propose a mediated moderation model in which mindfulness affects green purchase intentions (GPI). Specifically, a self-ethical identity might mediate the relationship between dispositional mindfulness and GPI, and mindfulness training should enhance this effect. The test of the proposed model, with 778 members of the general population in France, affirms the hypothesized relationships, including a positive relation between trait mindfulness and GPI that is significantly mediated by self-ethical identity. Attending mindfulness training also has a moderating effect on this mediated relationship. The current study accordingly contributes to ongoing research designed to understand the potential benefits of mindfulness for resolving sustainability challenges.

Introduction

Humankind faces vast and global environmental challenges, including climate change, depleted natural resources, and threats to biodiversity (Harris, 2004). Both international and interdisciplinary efforts are required to revise consumption patterns, such that they are no longer a threat to the planet. In the past decade, consumers' sensitivity to environmental issues has prompted significant research attention (e.g., Menger and Hamm, 2021; Sama et al., 2018). To transition toward a sustainable society, change strategies must be implemented in three different spheres: personal, political, and practical (O'Brien, 2018). The potential effects of the personal sphere on societal transformation have gained particular momentum among ecological economists, who recognize the powerful influence of worldviews, values, and ethical principles for facilitating agent-driven cultural change (Bina and Vaz, 2011). In line with self-determination theory that highlights the key role of intrinsic motivation in human behavior (Deci and Ryan, 2013), ecological economists also argue that human beings represent transitioning forces, rather than passive recipients, of environmental policies, such that intrinsically motivated pro-environmental behaviors (PEB) are more effective and long lasting than extrinsically motivated ones (Thiermann and Sheate, 2020).

Acknowledging the need for a fundamental shift in consciousness to ensure ecological sustainability (Dhiman and Marques, 2016; Parodi and Tamm, 2018), we require a better understanding of innate, individual motivations to be able to promote change at the personal level, which has prompted wider consideration of mindfulness among sustainable consumption researchers. Mindfulness, defined as receptive attention to and awareness of present events and experience (Brown et al., 2007), offers a promising counterpoint to consumerism (Burch, 2000; Rosenberg, 2004). The quality of conscious awareness that is signaled by mindfulness may prompt consideration of the environmental consequences of consumption decisions and encourage resistance to consumerist messages that promote materialistic goals (Brown and Kasser, 2005). Mindfulness is associated with value clarification, empathy, and compassion, such that it may influence beliefs and actions conducive to the transition toward sustainability (Carroll, 2016; Scharmer, 2009; Wamsler et al., 2018). Despite growing evidence of mindfulness's contributions to overcoming environmental challenges, to attain both sustainable consumption and personal well-being (Dhandra, 2019; Ericson et al., 2014; Hüttel et al., 2020), the mechanisms linking mindfulness to sustainable consumption remain largely unknown (Wamsler, 2018; Wamsler and Brink, 2018).

We seek to explore such mechanisms in the context of green consumption. Consumers' perceptions of themselves as “green” influences their intentions to engage in green consumption behaviors, and an ethical self-identity (i.e., extent to which people perceive themselves as worried about ethical issues; Singh, 2016) is among the strongest predictors of green purchase intentions (GPI) (Arli et al., 2018). Therefore, finding ways to reinforce ethical self-identities represents a relevant effort. We propose a mediated moderation model, which highlights how mindfulness can enhance GPI, both directly and indirectly through increased ethical self-identity. We use structural equation modeling among a sample of 778 French individuals. In addition, in response to calls to explore effective therapies at individual level aiming at building a sustainable future (Costanza, 2020) and methods for reinforcing the benefits of ethical self-identity for GPI (Arli et al., 2018), we investigate the extent to which mindfulness training might augment the effects of trait mindfulness.