A Mindful Consumer: Attitude of Eco-Spirituality and Sustainable Consumption Intention

Abstract

Overconsumption being a contemporary global issue sustainable consumption has become an emerging arena of research. To meet the challenge of overconsumption the change in mindset has been recognized as important.In response the present paper attempts in examining the possible factors that can influence individuals to become mindful through which sustainable consumption could be achieved. The study proposes a theoretical explanation of the possible factors that can influence individuals to become mindful through which sustainable consumption can be attained based on the premises of Theory of Planned Behavior and Social Cognitive Theory of Moral Agency. A sample of 378 young educated consumers in the Colombo district was enclosed as a convenience sample using a cross-sectional survey. A self-administered questionnaire was used while the data was analyzed using Structural Equation Modelling (SEM) with AMOS. A positive impact from the attitude of eco-spirituality, perceived behavioral control, and subjective norms were observed on sustainable consumption intention while the total influence of the indirect impact from environmental concern and environmental knowledge on sustainable consumption intention was higher with the partial mediation of attitude of eco-spirituality. Thus, this study contributes to enhancing the predictive power of Theory of Planned Behavior.