Investigating the relationship between consumer mindfulness and sustainable consumption behavior

Melis Kaytaz Yigit
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Melis Kaytaz Yigit: School of Applied Science, Avrasya University, Trabzon, Turkey.

International Journal of Research in Business and Social Science (2147-4478), 2020, vol. 9, issue 6, 37-43

Abstract: Mindfulness which is based on one’s acceptance of the current situation and state without judging has recently manifested itself in various field studies of marketing. Similarly, in today’s changing conditions, the importance of ecological balance has made consumers and businesses more sensitive to sustainable product production and consumption. In this context, the aim of the study is to explore the relationship between consumer mindfulness and sustainable consumption behavior. In order to test relationships, 200 usable questionnaires were collected and tested through linear regression analysis. Findings indicated that consumers’ mindfulness has a significantly positive effect on consumers’ sustainable consumption behavior. Key Words: Mindfulness, Mindful Consumption, Sustainable Consumption, Sustainable Marketing

Date: 2020
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