Mindful Consumption and Sustainability Values: Shaping Purchase Intentions and Well-Being Among Generation Z

This study examines how mindful consumption contributes to sustainable marketing and consumer engagement by influencing green purchase intention and life satisfaction among Generation Z, while also assessing the moderating role of social influence. Grounded in Self-Determination Theory, a survey of 1541 Thai consumers aged 18–24 was analyzed using a structural equation model and path analysis to test the mediation framework. The results show that mindful consumption significantly enhances sustainability values and purchase intentions, with sustainability values mediating the relationship between mindful consumption and both behavioral and psychological outcomes. Moreover, social influence strengthens the impact of sustainable consumption on purchase intentions, highlighting the role of peers, networks, and societal norms in promoting ethical and environmentally responsible consumer behavior. The findings extend sustainable marketing theory by highlighting mindful consumption as a driver of both behavioral (green purchase intention) and psychological (life satisfaction) outcomes. Beyond its theoretical contribution, the study offers practical insights for businesses, educators, and policymakers on fostering value-driven relationships with young consumers through mindful and socially reinforced sustainability initiatives. Promoting mindful consumption and leveraging social influence provides a pathway to engage Generation Z in sustainability-oriented lifestyles, supporting long-term consumer loyalty and achieving the United Nations’ Sustainable Development Goals.