Sustainable consumption and mindfulness: analysing knowledge-attitude-practice gap among Indian young professionals

The research is focused on analysing the dimensions of sustainable consumption (SC) in Indian context. Secondly, to know which dimensions contribute to forming positive attitude and subsequently resulting intention to follow sustainable consumption among young professionals. Lastly, it aims to analyse the mediating effect of mindfulness between attitude and intentions towards SC. The research used theory of reasoned action (TRA) and knowledge-attitude-practice gap theory for the formation of theoretical framework. Survey was conducted using structured questionnaire and reliability and validity of all the constructs were ensured through exploratory and confirmatory factor analysis. Data from 480 Indian young professionals were collected and tested using structural equation modelling. The study finds a significant relationship between dimensions of sustainable consumption and positive attitude and intentions towards SC. Furthermore, mindfulness was found to mediate the relationship between attitude and intentions towards SC. The research may help policymakers, researchers, and marketers in understanding sustainable consumer behaviour and help them to generate better marketing strategies.