| Abstract [eng] |
Relevance of the topic. Sustainable consumption is currently a very important issue in society aimed at reducing the negative impact of people on the environment and pollution. It is also noticeable that people’s consumption is currently highly unsustainable. With trends towards overconsumption, and individuals are becoming increasingly receptive to information that encourages them to consume more. The tendency towards excessive and unsustainable consumption is often linked to people’s contexts of moral identity and self-perception, exhibiting a strong correlation. The consumption of non-essential goods and services is becoming an increasing problem at the global level, threatening the well-being of nature and society. To find out what could encourage people to live more sustainably and reduce consumption, it is relevant to focus on mindfulness, which has a rather significant impact on sustainability choices. In many cases, overconsumption is promoted by individuals under the influence of certain psychological incentives, to which awareness and the promotion of mindfulness practices could be an antidote. Other factors may influence the relationship between mindfulness and overconsumption, which are related to people’s personal character traits or values. More mindful people often show selflessness, a willingness to share, a willingness to choose reusable goods, and a commitment to take care of the environment. People who promote mindfulness practices have a different attitude towards materialism and are more likely to avoid it. The object of the research is consumer mindfulness and overconsumption. The aim of the project is to determine the link between consumer awareness and overconsumption, considering other possible mediating factors. Main results of the project. The empirical study revealed that consumer mindfulness has a statistically significant and negative impact on overconsumption and a negative impact on consumer materialism, i.e., the higher the mindfulness of consumers, the lower the need to overconsume, and the higher the mindfulness of consumers, the lower their materialism. The study revealed that consumer mindfulness did not have a statistically significant effect on consumer self-esteem, and consumer self-esteem did not have a statistically significant effect on overconsumption. Consumer materialism was found to have a positive impact on overconsumption, with more materialistic respondents more likely to overconsume. The study found that consumer materialism negatively mediates the relationship between consumer mindfulness and overconsumption - consumer mindfulness negatively influences materialism and, through this, negatively affects overconsumption. The study found that self-esteem is not a mediator of the relationship between consumer mindfulness and overconsumption. The study revealed that men, people aged over 26 years old and earning more than 1501 EUR per month showed higher awareness among the respondents. In contrast, people under 26 years of age were more prone to overconsumption. |
