what is mindful consumption?
Mindful consumption (MC) is premised on a consumer mindset of caring for self, for the community, and for nature, that translates behaviorally into tempering the self-defeating excesses associated with acquisitive, repetitive and aspirational consumption1. Most consumers do not take care of themselves despite everything they believe in. So how can consumers be motivated to care for themselves? How can consumption boost their self image and gain confidence? Previously, there was a trend of conspicuous consumption—buying or wearing a branded product. However, nowadays we also find youngsters removing logos from branded goods. People are rebelling—they are leaning towards inconspicuous consumption. They now look at how consumption can be used to make them feel better, physically and emotionally. So that is the first dimension. The second dimension is caring for the community—how do we accept as consumers that we have a societal responsibility? Are we conscious that we are increasing the pressure on our planet? Mindful Consumption: A Customer- Centric Approach to Sustainability, Jagdish N. Sheth, Nirmal Sethia and Shanthi Srinivas