More mindfulness,less conspicuous consumption? Evidence from middle-aged Chinese consumers |
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| Institution: | 1. School of Business, Central South University, Changsha, 410083, China;2. School of Business, Anhui Univerisity, Hefei, 230601, China;1. Institute of Business Studies, Kohat University of Science & Technology, Pakistan;2. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Wah Cantt, Pakistan;3. Institute of Business Studies, Kohat University of Science & Technology, Kohat, Pakistan;4. Institute of Business and Management Sciences, UOA, Peshawar, Pakistan;5. College of Hospitality and Tourism Management, Sejong University, Seoul, 05006, South Korea;6. Social Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain;1. Marketing, Indian Institute of Management Calcutta, India;2. Marketing, Department of Strategy and Management, NHH Norwegian School of Economics, Bergen, Norway;3. Digital Innovation for Growth (DIG), NHH Norwegian School of Economics, Bergen, Norway;4. Marketing, Indian Institute of Management, Ahmedabad, India;1. Inha University, South Korea;2. Hanyang Univeristy, South Korea;1. Energy Environment Policy and Technology, Graduate School of Energy and Environment (KU-KIST Green School), Korea University, 145 Anam-ro, Sungbuk-gu, Seoul, Republic of Korea;2. Policy Department, Korea Institute of Science and Technology, 5, Hwarang-ro 14-gil, Seongbuk-gu, Seoul, 02792, Republic of Korea;3. Department of Industrial and Management Systems Engineering, Department of Big Data Analytics, Kyung Hee University, 1732 Deogyeong-daero, Giheung-gu, Yongin, Gyeonggi, 17104, Republic of Korea;4. College of Business, Gachon University, 1342 Seongnam-daero, Sujeong-gu, Seongnam-si, Gyeonggi-do, 13120, Republic of Korea;5. Division of Data and Information Sciences (Major of Big Data Convergence), Pukyong National University, 45, Yongso-ro, Nam-gu, Busan, 48513, Republic of Korea;1. Business School, Foshan University, Foshan 528000, China;2. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48824, USA;3. Business School, Guangdong University of Foreign Studies, China;4. Shenzhen Tourism College, Jinan University, No.6 EAST OCT Road, Nanshan District, Shenzhen, 518053, China |
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| Abstract: | Mindfulness has attracted more and more attention from researchers in many disciplines, including consumer behavior. This study adopted the mindfulness reperceiving model to examine the effect of mindfulness on conspicuous consumption and the mechanism of this effect. Data from middle-aged consumers were collected through a two-wave questionnaire survey with a 3-month interval in China (n = 433). Results of regression-based analyses revealed that mindfulness was negatively associated with conspicuous consumption through lower materialism and lower status anxiety, and the mediating effect of status anxiety was stronger for married men than married women. The current study is a novel attempt to demonstrate the possible relations among mindfulness, materialism, status anxiety, and conspicuous consumption. These findings provide a new perspective for understanding why people who are mindful engage in less conspicuous consumption, and they have heuristic value for future research. |
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| Keywords: | Mindfulness Conspicuous consumption Materialism Status anxiety Gender differences |
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