Fostering mindful consumption with mindfulness training - A qualitative study of the perceived effects of mindfulness training and education on consumers decision-making and consumption behavior

Abstract: Overconsumption has grown into one of the main planetary issues in post-modern society. Mindless consumption along with consumption in the purpose of fulfillment are argued to be two of the main underlying reasons behind this unmanageable behavior of consumers. Increased mindfulness is considered an antidote to mindlessness and consumers endless need for fulfillment, as it has been proven to increase cognitive presence and improve subjective well-being. The purpose of this qualitative thesis is, thus, to study the perceived changes in individual consumers decision-making and consumption behavior, as a result of increased mindfulness through a period of guided mindfulness practice. This makes the following research questions a topic of interest: 1. How does consumers perceive that mindfulness training in combination with education affects their decision-making at the point of consumption? 2. How does consumers perceive that mindfulness training in combination with education affects their regular and habitual consumption behavior? Three participants underwent a 30-day long intervention period of consistent guided mindfulness training, granted through the online mindfulness application “Headspace”. Additionally, participants took part in a pre-intervention educative introductory session regarding marketing and advertisement techniques and their intended effects. Primary data was collected through one-on-one semi-structured video interviews. Effects of the intervention were partly assessed by analyzing interview responses with the supplement of comparison of pre- and post-intervention measures of mindful awareness (MAAS) and life satisfaction (SWLS). The findings indicated that increased mindfulness in combination with education do affect consumers decision-making, as they become increasingly conscious at the point of consumption, while simultaneously becoming more aware of external manipulations in form of marketing and advertising techniques. The participants described multiple cases of mindful decision-making. Additionally, the findings indicated that increased awareness at the point of consumption do affect consumption behavior that originate from mindless impulses. However, several cases were identified where consumption for fulfillment were not prevented as a result of increased awareness at the point of consumption. The consumers rather showed indications on having made mindful decisions to consume in the sole purpose of temporary satisfaction and relief of unpleasant emotions.