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<p>Anchored in the theoretical perspectives of mindfulness and sustainable consumer behaviour, this study conceptualizes mindfulness as a psychological determinant driving eco-conscious clothing practices. The findings highlight a positive relationship between mindfulness and sustainable clothing behaviour. Individuals with higher mindfulness exhibit heightened self-awareness, ethical consideration and long-term environmental thinking. Gender emerges as a significant moderating variable, with female consumers demonstrating a stronger and more consistent linkage between mindfulness and sustainable behaviour, particularly in the acquisition and disposal phases. The findings provide actionable insights for marketers, policymakers and fashion brands seeking to promote sustainable behaviour in apparel industry. By highlighting mindfulness as a psychological catalyst for ethical fashion behaviour and identifying gender-based nuances, it advances academic discourse and actionable solutions for green consumerism.</p>

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Impact of mindfulness on sustainable consumption behaviour for clothing

  • 期刊论文

  • 发表日期：

    2026年7月2日

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  • Manoj Kumar,
  • Neha Gahlawat,
  • Tanu Dua,
  • Sumanjeet Singh,
  • Arun Yadav,
  • Minakshi Paliwal

摘要

Anchored in the theoretical perspectives of mindfulness and sustainable consumer behaviour, this study conceptualizes mindfulness as a psychological determinant driving eco-conscious clothing practices. The findings highlight a positive relationship between mindfulness and sustainable clothing behaviour. Individuals with higher mindfulness exhibit heightened self-awareness, ethical consideration and long-term environmental thinking. Gender emerges as a significant moderating variable, with female consumers demonstrating a stronger and more consistent linkage between mindfulness and sustainable behaviour, particularly in the acquisition and disposal phases. The findings provide actionable insights for marketers, policymakers and fashion brands seeking to promote sustainable behaviour in apparel industry. By highlighting mindfulness as a psychological catalyst for ethical fashion behaviour and identifying gender-based nuances, it advances academic discourse and actionable solutions for green consumerism.