Mindful consumption: a deep-rooted phenomenon or a far-seeing trade-off?

Purpose Undeniably, mindful consumption can help maintain the equipoise among the environment, society and business organizations. It can also contribute to environmental, people and economic sustainability by disengaging consumers from unsustainable and regretful consumption choices. Despite that, the genesis and existence of mindful consumption are still dubious. It is thought-provoking and argumentative that mindful consumption is already embedded or still under-prevailing in society. This study aims to investigate two conflicting views: mindful consumption is “a deep-rooted phenomenon” in culture and “a far-seeing trade-off” in the contemporary world. Design/methodology/approach The current study adopts a qualitative approach by interviewing experts from academia, practitioners and consumers to discuss this argument and further explore the unveiling aspects of mindful consumption. Findings The findings reveal valuable insights about mindful consumption by extrapolating these two contradictory viewpoints. Moreover, it reveals the cultural significance of mindful consumption that is fading in the contemporary world. Practical implications The study insights can help marketers, policymakers and practitioners enable sustainability by intervening in government regulations and creating a symphony with the environment in different pertinent areas through marketing strategies. Social implications The study’s insights can encourage consumer mindfulness, cultural preservation, social connectedness and well-being. Originality/value This study creates substantial value to existing knowledge by examining real-life insights from experts and consumer interviews. It also solicits insights for resolving the paradox of two different perspectives on mindful consumption.