Abstract
- Worldwide, we have witnessed a surge in public awareness and concern for environmental conservation and sustainability due to efforts such as that of the United Nations and its introduction of 17 sustainable development goals (SDGs). Likewise, consumers have expressed greater concern for protecting natural resources and reducing the introduction of harmful materials to the world around them. Companies have increased the production of environmentally friendly and sustainable products to appeal to public interest. However, the cost of these products is often more, and their effectiveness is often less than their less eco-friendly alternatives. Despite consumers’ expressed preference for green products, consumer research demonstrates that product price often drives consumer purchase decisions. The disconnect between consumers’ environmental attitudes and their ultimate purchase behavior raises the question of what determines when a consumer will choose to purchase the (often more expensive) environmentally friendly product. Using a serial mediation design collecting data across three time periods, we explore the extent to which consumer trait “mindfulness” may promote their personal willingness to (financially) sacrifice for the benefit of the environment. Results across 355 consumers suggest that trait mindfulness indirectly promotes green purchase behaviors by increasing their self-regulation and perceived connection/relatedness to nature which together promote consumers’ willingness to sacrifice. We discuss the practical and research implications of these findings.