67 Chapter 4 Abstract: Reducing impulse purchasing can contribute to preserving our ecosystem and enhance consumer wellbeing. The literature is divided on whether mindfulness could reduce or increase impulse purchasing. With three surveys and one experiment, we show that trait mindfulness and impulse buying trait are negatively correlated. However, we do not find such a relationship between trait mindfulness and impulse buying urge. Nor do we find an effect of state mindfulness on impulse buying urges or behaviors. We discuss why the notion that mindfulness can reduce impulse buying, might rely too heavily on correlational studies and self-reporting. Introduction In Western societies, most people buy and consume more than they need, leading to detrimental environmental impacts (Mukherjee, 2023). Companies strategically allure consumers, promoting false needs, which may result in excessive consumption (Stuart, Gunderson, & Petersen, 2020). Company’s strategic and skillful implementation of well-studied marketing techniques often makes it challenging for consumers to resist the promoted goods (Fink, Strassner, & Ploeger, 2021). This, among other factors, can result in consumers buying on impulse (see Redine et al., 2023 for an overview). Particularly, items linked to pleasure and deemed non-essential -or hedonic goods- are prone to impulse purchases (e.g., Gültekin & Özer, 2012). Impulse purchases account for 40– 80% of all purchases, depending on the product category (e.g., Kacen, Hess, & Walker, 2012; see also Tronier, 2022). Driven by strong hedonistic temptations, impulse purchases occur without planning or considering their consequences (e.g., Rook, 1987; Sharma, Sivakumaran, & Marshall, 2010; Punj, 2011; Amos, Holmes, & Keneson, 2014). This may explain why consumers dispose of most purchases within a couple of months after purchase (Boersma, 2020; UN-Habitat, 2018). The production and transportation of these goods often cause pollution (Boersma, 2020). Therefore, reducing impulse purchasing behavior can contribute to ecosystem preservation efforts. Impulse buying is not only harmful to the environment but can also negatively impact consumer well-being. Although consumers often experience excitement while buying on impulse (Amos, Holmes, & Keneson, 2014), a substantial portion regrets their purchases. Recent research indicates widespread regret among consumers across various Western countries: for example, 82% of adults in Great Britain (Skelton & Allwood, 2017), and 74% of adults in the USA (Slickdeals, 2022) report having regretted past purchases. Furthermore, impulse buying is related to feelings of guilt and shame (e.g., Yi & Baumgartner, 2011), low self-esteem (e.g., Dhandra, 2020), and financial problems (e.g., Nanda & Banjeree, 2021). As a response to this dark side of consumption, both society and science are increasingly paying attention to meaning-orientated consumption, such as mindful consumption (e.g., Sheth et al., 2011; Jain et al., 2023). A growing body of research suggests that mindfulness potentially drives meaning-orientated consumption and decrease materialistic motivations (Kim, 2014). In line with these
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