The role of moral responsibility in the relationship between mindfulness and mindful consumption in online consumers

This study examines the relationship between mindfulness and mindful consumption among online buyers in Jakarta, with particular attention to the mediating role of moral responsibility. The research aims to address the inconsistent findings in previous studies regarding the direct relationship between mindfulness and consumption behavior. A cross-sectional survey was conducted among Millennial and Generation Z online buyers. Participants completed validated scales measuring mindfulness, moral responsibility, and mindful consumption. The data were analyzed using structural equation modeling to test both direct and indirect relationships between latent constructs. The study reveals that mindfulness does not directly affect mindful consumption. However, moral responsibility plays a significant mediating role, highlighting that mindfulness is associated with mindful consumption via moral responsibility. These findings highlight that mindful consumption is not solely driven by awareness but is shaped by internalized moral considerations. This research contributes to the literature by clarifying the mechanism through which mindfulness impacts consumption behavior. By introducing moral responsibility as a mediator, the study provides a more nuanced understanding of how ethical and psychological factors interact to foster sustainable consumer practices in digital environments.