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Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity

Author

Listed:
  • Carole Daniel

    (SKEMA - Business School, Université Côte d'Azur)

  • Elodie Gentina

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Tavleen Kaur

    (PhD from College of Business, Chungbuk National University, 1 Chungdae-Ro, Seowon-Gu, Cheongju)

Abstract

Ecological economists seek alternatives to capitalism that might establish societies that prioritize respect for the planet. Building on recent conceptual works, the current research adopts a self-determination perspective on human motivation to propose a mediated moderation model in which mindfulness affects green purchase intentions (GPI). Specifically, a self-ethical identity might mediate the relationship between dispositional mindfulness and GPI, and mindfulness training should enhance this effect. The test of the proposed model, with 778 members of the general population in France, affirms the hypothesized relationships, including a positive relation between trait mindfulness and GPI that is significantly mediated by self-ethical identity. Attending mindfulness training also has a moderating effect on this mediated relationship. The current study accordingly contributes to ongoing research designed to understand the potential benefits of mindfulness for resolving sustainability challenges.

Suggested Citation

  • Carole Daniel & Elodie Gentina & Tavleen Kaur, 2023. "Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity," Post-Print hal-04132535, HAL.
    • Handle: RePEc:hal:journl:hal-04132535
    DOI: 10.1016/j.ecolecon.2023.107810
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