Fostering Sustainable Consumption through Ethical Marketing: A Mindfulness-Based Perspective, Tayyba Fatima, Prof. Tahir Awan

Tayyba Fatima
Senior Lecturer
Shifa Tameer-e-Millat Univesity
Islamabad
Pakistan
Professor Tahir Mumtaz Awan
University of Sargodha
Islamabad
Pakistan 

Abstract: This study aims to measure the impact of consumers’ ethical marketing perceptions (specifically economic development, social equity, and environmental protection) on mindful consumption through the lens of mindfulness and the moderating role of ethical self-identity. Employing a cross-sectional research design, data were collected via a survey using a purposive sampling technique targeting young consumers from major cities in Pakistan. The data were analyzed using the structural equation modeling (SEM) approach through SmartPLS 4. The findings reveal that consumers’ perceptions of ethical marketing encompassing economic development, environmental protection, and social equity significantly influence mindful consumption through mindfulness. Furthermore, ethical self-identity strengthens this relationship, enhancing mindful consumption behaviors. This study contributes to the growing body of literature on mindful consumption by highlighting how ethical marketing practices foster sustainable, conscious consumer behavior, an area that remains underexplored. The results offer valuable insights for scholars, practitioners, and policymakers seeking to encourage sustainable consumption through the integration of ethical marketing strategies.
Keywords: Mindful Consumption, Mindfulness, Ethical Marketing, Ethical Self-Identity.