Identifying the components of mindful consumption using the qualitative approach of Grounded Theory

Abstract

Researchers have paid more attention in recent years on the different dimensions of consumption consequences and the need to pay attention to patterns of consumption consistent with sustainability. One of the concepts in this regard is the concept of mindful consumption that focuses on sustainability based on consumer behavior. The purpose of this study is to identify the dimensions of mindful consumption. The present study has a qualitative approach based on Grounded theory method. data collection is done by depth interviews with the researchers and university professors in the fields of business management, sociology, psychology and economics. participants have been selected through purposive sampling and eventually, 22 interviews were conducted and data were analyzed using principles related to grounded theory (open and selective coding, continuous comparative analysis, creating concepts, and categories).The results of data coding have led to the identification of 16 concepts that were categorized into 2 categories. Accordingly, the dimensions of mindful consumption include mindful mindset and mindful behavior.

Keywords

• mindful behavior
• mindful consumption
• mindful mindset