Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity

Ecological economists seek alternatives to capitalism that might establish societies that prioritize respect for the planet. Building on recent conceptual works, the current research adopts a self-determination perspective on human motivation to propose a mediated moderation model in which mindfulness affects green purchase intentions (GPI). Specifically, a self-ethical identity might mediate the relationship between dispositional mindfulness and GPI, and mindfulness training should enhance this effect. The test of the proposed model, with 778 members of the general population in France, affirms the hypothesized relationships, including a positive relation between trait mindfulness and GPI that is significantly mediated by self-ethical identity. Attending mindfulness training also has a moderating effect on this mediated relationship. The current study accordingly contributes to ongoing research designed to understand the potential benefits of mindfulness for resolving sustainability challenges.