Understanding Mindful Consumption Through The Lens Of Self-Determination

Mindful consumption is a novel research construct and so, the motivational driver remains under-researched. Through the combined lens of Basic Psychological Needs Theory and Organismic Integration Theory within Self-Determination Theory, the qualitative study seeks to understand how mindful Gen Z and Millennial consumers are motivated towards mindful consumption. Employing a multi-method approach, the study first conducts a discourse analysis to reveal the European media narrative surrounding mindful consumption. Secondly, twelve semi-structured interviews were conducted online and in person. Data yielded from the interviews were analysed via abductive reasoning and inspired by grounded theory. The findings of this study build on the definition of mindful consumption based on empirical evidence. Our findings show that autonomy, relatedness, and competence satisfaction exist in both generations, enhancing their intrinsic motivation to consume mindfully. Drawing conclusions from the lens of Organismic Integration Theory, both Gen Z and Millennials are intrinsically motivated to mindfully consume. Besides intrinsic motive, the study also uncovers how each generation experiences external, introjected, identified and integrated motivations. The study further illuminates mindful consumption as a norm while also uncovering key barriers, and trends in mindful consumption that shape its practice. Propositions and practical implications are discussed as well.