The Power of One in Mindful Consumer Behavior

Nada Nasr Bechwati, Bentley University, USA
Imad Baalbaki, American University of Beirut, Lebanon
The purpose of this research is to introduce mindful consumer behavior. We define mindful consumers as individuals who, in all stages of consumer behavior, are aware of themselves, their communities and the society at large and behave in ways that contribute to the well-being of all these entities. We argue that consumers’ tendency to behave mindfully depends on their (1) temporal focus, and (2) perception of self-efficacy. In the first study, we survey consumers in two stages separated by one month. Our findings reveal a significant role for perception of self-efficacy in acting mindfully. In the second study, we run an experiment to further examine the impact of self-efficacy on mindful consumer behavior.
[ to cite ]:
Nada Nasr Bechwati and Imad Baalbaki (2011) ,"The Power of One in Mindful Consumer Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 752-753.