Mindfulness through agency in health consumption: Empirical evidence from committed dietary supplement consumers

Abstract Due to individuals' increasing demand for health promotion, various health‐related consumer goods, like dietary supplements (DS), have flourished in the marketplace as magical solutions to consumers' life problems. Inevitably influenced by various marketplace stakeholders and information sources such as family, friends, brands, and social media influencers, consumers may encounter difficulties making well‐informed health decisions. Based on empirical evidence gleaned from in‐depth interviews with DS consumers, this research contributes to consumer wellness and health promotion research by confirming the role of mindfulness as an agency in distancing individuals from external social noises and enabling them to respond flexibly to inner experiences and desires. We contribute to mindful consumption research by identifying the positive impact of mindfulness on facilitating conscious and independent DS consumption decisions and health practices. Moreover, the daily practices that enable individuals to accumulate mindfulness and the impact of mindfulness on females' perception of beauty are discussed.