Welcome to Revise and Resubmit, the podcast where research takes center stage, ideas evolve, and theories find new meaning. Today, we dive into an intriguing topic in the world of marketing: mindful consumption. In this episode, we explore the newly published paper, "Mindful Consumption: Its Conception, Measurement, and Implications," co-authored by Sharad Gupta from Cardiff School of Management and Jagdish Sheth, a renowned marketing scholar from Emory University’s Goizueta Business School. Their work appears in the prestigious Journal of the Academy of Marketing Science, a member of the elite FT50 journal list—meaning it belongs to the Financial Times' top 50 business journals in the world.
The research tackles two significant gaps: the lack of clarity surrounding the concept of mindful consumption (MC) and the absence of a validated scale to measure it. The authors propose a powerful framework for MC with three interconnected dimensions: Awareness, Caring, and Temperance. They show us how consumers can make more deliberate choices—whether it’s rethinking personal habits, prioritizing societal well-being, or making eco-friendly decisions.
This ten-study journey through diverse consumer demographics offers practical tools for businesses and policymakers. Marketers can use the MC scale to innovate, differentiate, and diversify products, while governments can nudge citizens toward sustainable behavior. The authors' findings give us a roadmap to align consumption with both conscious living and economic success.
A heartfelt thank you to Sharad Gupta, Jagdish Sheth, and Springer Nature for making this paper open access, ensuring that everyone can benefit from these insights.
So here’s the question: In a world driven by convenience and impulse, can mindful consumption become the new normal—or will it remain a niche movement?
Reference
Gupta, S., & Sheth, J. (2024). Mindful consumption: Its conception, measurement, and implications. Journal of the Academy of Marketing Science, 52(5), 1531-1549.
