Mindful Consumer Behavior: A Cross-cultural Comparison

We compare Lebanese and American consumers on mindful consumption behavior. We define mindful consumers as individuals who, in all stages of consumer behavior, are aware of themselves, their communities and the society at large and behave in ways that contribute to the well-being of all these entities. We conducted a two-phase survey on a total of 210 consumers, 97 in the USA and 113 in Lebanon. We found significant impacts of consumers’ life beliefs such as satisfaction with life, locus of control, and temporal focus and of life values on different aspects of their mindful behavior.