The connection between mindfulness, sustainable consumption and consumer well-being

Teixeira, Inês Pinheiro

http://hdl.handle.net/10400.26/45185

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Authors

Teixeira, Inês Pinheiro

Advisor(s)

Nogueira, Mafalda

Abstract(s)

Goal- The present investigation aims to explore and understand the connection between mindfulness, sustainable consumption, and consumer well-being in the Portuguese context. Methodology- A qualitative investigation was conducted, consisting of semi-structured interviews with eleven participants. The interviews were subsequently transcribed, translated, and subjected to rigorous analysis. Findings and main conclusions- This study aimed to explore the interplay between mindfulness, sustainable consumption, and consumer well-being, making significant contributions to the literature on this topic. Drawing on Resnik's (2022) conceptual framework, this dissertation sought to replicate and expand upon the model, examining additional dimensions not previously explored. Through a comprehensive investigation of existing research categories and analysis of other authors' works, this study adds valuable insights to the limited body of literature in this field. Limitations- Future research should consider increasing the number of participants of the study. Furthermore, a combination of qualitative and quantitative methods could provide a more comprehensive understanding of the topic. Focusing on a specific generation, such as Generation Z, could also be a fruitful avenue for future investigations. Nevertheless, the present study is limited by the relatively low number of individuals practicing mindfulness in Portugal, where the research was conducted. Originality/ Value- This study adds to a larger body of literature on mindfulness, sustainable consumption, and consumer well-being and can serve as a basis for future research. Moreover, it provides valuable insights for marketing managers to understand the behavior of mindful consumers and develop tailored offerings that align with their values and needs.