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More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers

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  • Tan, Yuxuan
  • Gong, Yanping
  • Xie, Julan
  • Li, Jian
  • Liu, Yongdan

Abstract

Mindfulness has attracted more and more attention from researchers in many disciplines, including consumer behavior. This study adopted the mindfulness reperceiving model to examine the effect of mindfulness on conspicuous consumption and the mechanism of this effect. Data from middle-aged consumers were collected through a two-wave questionnaire survey with a 3-month interval in China (n = 433). Results of regression-based analyses revealed that mindfulness was negatively associated with conspicuous consumption through lower materialism and lower status anxiety, and the mediating effect of status anxiety was stronger for married men than married women. The current study is a novel attempt to demonstrate the possible relations among mindfulness, materialism, status anxiety, and conspicuous consumption. These findings provide a new perspective for understanding why people who are mindful engage in less conspicuous consumption, and they have heuristic value for future research.

Suggested Citation

  • Tan, Yuxuan & Gong, Yanping & Xie, Julan & Li, Jian & Liu, Yongdan, 2022. "More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922001898
    DOI: 10.1016/j.jretconser.2022.103096
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    References listed on IDEAS

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    Cited by:

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    3. Srivastava, Shefali & Dwivedi, Ashish & Mangla, Sachin Kumar & Dey, Bidit L. & Koufopoulos, Dimitrios N., 2024. "Mindfully fashioned: Sustaining style through product value retention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Manchanda, Parul & Arora, Nupur & Nazir, Owais & Islam, Jamid Ul, 2023. "Cultivating sustainability consciousness through mindfulness: An application of theory of mindful-consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Rajeev Kumar & Vineet Prabha & Vikas Kumar & Shubham Saxena, 2024. "Mindfulness in marketing & consumption: a review & research agenda," Management Review Quarterly, Springer, vol. 74(2), pages 977-1001, June.
    6. Roy, Robin & Shaikh, Ateeque, 2024. "The impact of online consumer review confusion on online shopping cart abandonment: A mediating role of perceived risk and moderating role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    7. Hussain, Sajjad & Raza, Ali & Haider, Ali & Ishaq, Muhammad Ishtiaq & Talpur, Qurat-ul-ain, 2023. "Fear of missing out and compulsive buying behavior: The moderating role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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