Shaping sustainable consumption through creative mindfulness interventions

Mindfulness has gained traction as a sustainability intervention amid the search for more effective and emotionally engaging marketing strategies. This study applies Langer’s creative mindfulness framework, integrated with Buddhist principles, to unfold new opportunities for mindfulness within sustainable consumption research. Using a curation method and interviews with 62 participants in a collaborative initiative, the findings explains how Eastern cultural stimuli shape creative processes and bridge socio-cognitive and faith-inspired perspectives, often viewed as incompatible. A spiritual creative mindfulness framework is proposed, extending conventional models to incorporate subjective, communal, and environmental dimensions of spiritual well-being. The findings further challenge the prevailing focus on altruism in existing studies, suggesting the interplay between egoistic and altruistic principles is central to the mechanism of change toward sustainable behavior. The study offers the practical implications for marketing strategists of designing customized messaging, stimuli, partnerships, and user-generated content to enhance consumer engagement with sustainable business practices.