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<p>Mindfulness, conceptualized as both a dispositional trait and an inducible psychological state characterized by nonjudgmental present-focused attention, has shown promise not only for improving well-being but also for fostering sustainable consumption. However, limited causal evidence and insufficient focus on state mindfulness limit the thorough understanding of whether, how, and when inducing mindfulness promotes sustainable consumer behavior intentions. Drawing upon self-signaling theory, this study revealed that inducing state mindfulness enhances consumers' state self-esteem, thereby making them more willing to engage in self-diagnosis of their behavior, thus achieving more sustainable outcomes. Four experimental studies using short-term mindfulness interventions showed that inducing state mindfulness increases sustainable behavior intentions (Study 1) through the sequential mediating effect of state self-esteem and perceived self-diagnosticity (Studies 2a and 2b). However, framing behavior with a weak self-signal may dampen this effect (Study 3). This research offers causal evidence that mindfulness interventions can promote sustainable consumption, extends the application of self-signaling theory to mindfulness and consumer behavior research, and provides practical insights for the mindfulness industry and green marketing.</p>

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Inducing state mindfulness increases sustainable consumer behavior intention through enhancing perceived self-diagnosticity: the moderating role of self-signal strength

  • 期刊论文

  • 发表日期：

    2026年2月17日

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  • Jin Sun,
  • Jia Si

摘要

Mindfulness, conceptualized as both a dispositional trait and an inducible psychological state characterized by nonjudgmental present-focused attention, has shown promise not only for improving well-being but also for fostering sustainable consumption. However, limited causal evidence and insufficient focus on state mindfulness limit the thorough understanding of whether, how, and when inducing mindfulness promotes sustainable consumer behavior intentions. Drawing upon self-signaling theory, this study revealed that inducing state mindfulness enhances consumers' state self-esteem, thereby making them more willing to engage in self-diagnosis of their behavior, thus achieving more sustainable outcomes. Four experimental studies using short-term mindfulness interventions showed that inducing state mindfulness increases sustainable behavior intentions (Study 1) through the sequential mediating effect of state self-esteem and perceived self-diagnosticity (Studies 2a and 2b). However, framing behavior with a weak self-signal may dampen this effect (Study 3). This research offers causal evidence that mindfulness interventions can promote sustainable consumption, extends the application of self-signaling theory to mindfulness and consumer behavior research, and provides practical insights for the mindfulness industry and green marketing.