When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists

Dongyi Ji, Siwarit Pongsakornrungsilp (), Pimlapas Pongsakornrungsilp and Vikas Kumar
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Dongyi Ji: College of Graduate Studies, Walailak University, Nakhon Si Thammarat 80160, Thailand
Siwarit Pongsakornrungsilp: Department of Digital Marketing, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Pimlapas Pongsakornrungsilp: Department of Tourism and Prochef, Center of Excellence for Tourism Business Management and Creative Economy, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Vikas Kumar: Faculty of Business, Law, and Social Sciences, Birmingham City University, Birmingham B5 5JU, UK

Sustainability, 2025, vol. 17, issue 3, 1-22

Abstract: This study assessed the impact of mindful consumption on tourists’ green purchase intention and explore the mediating roles played by health consciousness, ethical self-identity, and environmental consciousness. Through an online survey, multi-source data were collected from tourists across China, and SmartPLS SEM was used for analysis to accommodate the requirements of complex models and the testing of mediating effects. The findings indicate that mindful consumption directly enhances green purchase intention and exerts an indirect effect through the mediating roles of ethical self-identity and environmental consciousness. However, the impact of health consciousness on green purchase intention was insignificant. This study is the first to link mindful consumption to tourists’ green purchasing behavior, constructing a critical framework to explore how mindful consumption influences green purchase intention. Additionally, it verifies the partial mediating roles of ethical self-identity and environmental consciousness in this process. Tourism stakeholders can utilize the proposed framework to implement strategies that promote tourists’ green purchasing behavior, therefore fostering sustainable development.

Keywords: mindful consumption; green purchase intention; health consciousness; ethical self-identity; environmental consciousness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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