Effects of mindfulness on perceived climate-friendly food consumption value and AI recommendation

Increasing greenhouse gas emissions have resulted in a deterioration in global climate, an issue that needs to be addressed urgently. This study aims to clarify the concept of mindfulness and examine its effects on the perception and choice of climate-friendly foods, and exploring key consumer outcomes in the context of AI recommendation. The value of this study lies in clarifying the role of mindfulness in shaping perceived climate-friendly food consumption values that influence attitude and evaluating AI recommendation, and on behavioral intentions, which can be important for both marketing researchers and practitioners. This study also provides a framework for examining the effects of AI recommendations, thus enhancing our understanding of climate-friendly food consumption value, attitude, purchase intention, and electronic word-of-mouth (eWOM) intention as major outcomes. It contributes to the literature by clarifying the concept of mindfulness and its relationship with perceived climate-friendly food consumption values, AI recommendations, and behavioral intentions. These findings offer practical implications for the development of effective marketing strategies that cater to varying levels of mindfulness.