Abstract: Consumption which is a driving force in promoting economic activities in the global economy depends largely on utilization of natural resources to derive consumer satisfaction. Whereas consumers aim at maximizing satisfaction, this has been accompanied by increased degradation of the environment resulting from irrational consumption behaviours which is threatening the very systems that the current and future generation depends on. The objectives of the study included an examination of the relationship between mindfulness and self-transcendence, the relationship between self-transcendence and sustainable consumer behaviour, the relationship between mindfulness and sustainable consumer behaviour and the mediating effect of self-transcendence on the relationship between mindfulness and sustainable consumer behaviour. The study was carried out from Uganda and the population consisted of university students and workers. Using structural equations modelling, study findings indicate that there is a positive significant relationship between mindfulness and self-transcendence. It was also found out that the relationship between self-transcendence and sustainable consumer behaviour is positively significant. Further, it was found out that the relationship between mindfulness and sustainable consumer behaviour is significantly positive. The mediating effect of self-transcendence on the relationship between mindfulness and sustainable consumer behaviour was also found to be positively significant.
Keywords: Sustainable consumption behaviour, Mindfulness, Self-transcendence.
Title: The relationship between mindfulness and sustainable consumer behaviour: The mediating effect of self-transcendence
Author: Kintu Gerald Joseph, Enid Arinaitwe, Musa Muwaga
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 10, Issue 2, April 2022 - June 2022
Page No: 94-101
Research Publish Journals
Website: www.researchpublish.com
Published date: 28-April-2022
