73 Chapter 4 Table 4: Overview Cronbach’s alphas per study Abbreviations: IBT, impulse buying trait; IBU, impulse buying urge; s.p., sustainable products; u.p., unsustainable products; s.e., sustainable experiences; u.e., unsustainable experiences; MF, mindfulness. dencies are and vice versa (US: Pearson correlatioN = -.37, p < .001; NL: Pearson correlatioN = -.30, p <.001). Hypothesis 1 is therefore accepted. Exploratively, we also examined the relationships between impulse buying trait and the four separate dimensions of mindfulness. Linear regression shows that, both in the Dutch sample and in the US sample, the negative correlation between trait mindfulness and impulse buying trait is driven by attention (NL: β = -.23, t (303) = -3.35, p = < .001; US: β = -.29, t (497) = -6.03, p = <.001) and present-focus (NL: β = -.29, t (303) = -4.53, p = <.001; US: β = -.37, t (497) = -8.22, p = <.001). Interestingly, only in the US sample, awareness shows a positive relation (β = .11, t (497) = 2.39, p = .017), meaning the higher awareness, the higher impulse buying trait (and vice versa). Acceptance was not significantly related to impulse buying trait in either sample. This indicates that acceptance is not the driving force behind the relationship between trait mindfulness and impulse buying trait. Discussion. In line with the literature and previous research, Study 1 confirms the negative relationship between trait mindfulness and impulse buying trait. Both people from the USA and people from the Netherlands that profile themselves as mindful, also claim that they are generally not susceptible to impulse buying. To gain further insights into the role of (the four dimensions of) mindfulness in impulse buying, we measured impulse buying urge for specific purchases in Study 2. Since the literature indicates that mindfulness and sustainable consumption are positively related (e.g., Brown & Kasser, 2005; Panno et al., 2018; Geiger, Otto, & Schrader, 2018), it can be argued that mindful people may be even more prone to buy sustainable items on impulse than unsustainable items, compared to less mindful people. Therefore, we measured impulse buying urges for both sustainable and unsustainable items in Study 2. IBT .88 .92 .89 .90 1 (NL) 2 1 (US) 3 St. nr. IBU n/a n/a .72 n/a s.p. IBU n/a n/a .72 n/a s.e. MF .85 .80 .75 .83 trait IBU n/a n/a .61 n/a u.p. IBU n/a n/a .73 n/a u.e. MF n/a n/a n/a .76 state
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