Content area
Full text
Introduction
The increased demand for the limited natural resources has been considered as a significant driver that negatively affects the environment and eventually overexploits the natural resources of the planet (Rahman and Koszewska, 2020; Razzaq et al., 2018). Chekima et al. (2016) and Chua et al. (2020) argued that sustainable consumption is the right strategy for individuals, groups and organisations to decrease the amount of non-recyclable materials and reduce air and water pollution, deforestation and depletion of natural resources. It is therefore important to search for novel ways to restrain human being from overconsumption and ensure long-run survival. In overall, the level of consumption, combined with the depletion of the world's resources, is typically driven by personal, cultural and social factors (Hammad et al., 2019; Winter, 2004). Individuals have a considerable effect on the environment through their consumption habits, and it is possible to minimise it by changing their daily consumption patterns and by encouraging them to embrace sustainable forms of consumption (Evans and Peirson-Smith, 2018; Saleki et al., 2019; Yang and Ha-Brookshire, 2020).
Sustainable consumption behaviour is related to individuals' level of awareness of the consequences of their consumption behaviour on the environment (Epstein, 2008). This phenomenon is referred to as environmentally friendly behaviour and sometimes as socially conscious behaviour (Carrington et al., 2010). The concept of environmentally friendly behaviour involves acting in such a way as to produce a beneficial outcome for the environment (e.g. buying green products and products with recycled content, reusing paper bags and buying organic food) (Steg and Vlek, 2009). On the other hand, the concept of socially conscious behaviour goes beyond being environmentally friendly and considers social aspects besides green and/or environment (e.g. social welfare) (Wesley et al., 2012). For instance, buying fair trade products is a form of socially conscious behaviour and so is buying from charity shops (Webb et al., 2008).
Although the field has advanced significantly by focussing predominantly on environmentally friendly consumption (Chua et al., 2020), ecological consumer (Fraj and Martinez, 2007), socially conscious (Ladhari and Tchetgna, 2017) and green purchase behaviours (Joshi and Rahman, 2015), it has neglected the other form of sustainability, particularly mindful consumption behaviour (MCB). The idea of mindful consumption is to...