Explaining the Relationship between Mindfulness and Consumer Decision-making

Denisa Windischová & Anna Pérez Cargol

Student thesis: Master thesis


Emerging evidence presents mindfulness as an antidote to the negative impacts of consumerism, particularly on individual well-being, the environment, and the relations between companies and consumers. This study aims to incorporate dispositional mindfulness into decision-making to observe its behavioral influences on consumers. It is believed that a higher mindfulness level positively influences consumers' involvement in decision-making, which determines the effort invested in the evaluation of product cues. We hypothesized that individuals with higher levels of mindfulness are prone to rely on informational cues to make a decision, instead of aesthetic cues. Based on the dual-process theory (Kahneman, 2011), which ties higher involvement to slow and deliberate thinking, we further hypothesize that individuals with higher levels of mindfulness will spend more time in the process of choice. Additionally, it is believed that the mindfulness level also impacts consumers' preferences for sustainable products. Three hundred seventy participants completed a self-administered online questionnaire, which has been used as a primary data collection method and served as a tool to accept or reject the hypotheses. After a thorough analysis of the results, we accepted the four hypotheses. The results of this study are outstanding and provide a good starting point for the development of further research in the area of mindful consumption.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages120
SupervisorsSeidi Suurmets