Consumer reconnection through the practice of mindful eating

Consumer society has gradually disconnected consumers from the origin of their consumption, the real needs it truly satisfies, and its social and ecological impact. This research aims to study the phenomenon of consumer reconnection, through which consumers try to experience meaning by becoming mindful of their consumption experiences. We focus specifically on the consumption practice of mindful eating. Using an interpretative approach, we show how the reconnection process unfolds around three dimensions: self, nature, and society. We highlight the tensions related to reconnection in everyday life and examine the coping strategies that emerge to reduce these tensions. Finally, we discuss the implications in terms of education, health, and marketing practices.