Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence

Extant research in consumer behaviour has demonstrated the pervasiveness of conspicuous consumption as a means of psychological salve from inner conflicts such as self-discrepancies with regard to one's status, abilities, power or self-esteem. In this paper we propose mindfulness as an antidote to conspicuous consumption behaviour. Using structural equation modelling and survey responses of 588 consumers (312 non-meditators and 276 meditators), the current research examines the potential sequential mediation effects of self-esteem, self-concept-clarity and consumer susceptibility to normative influence on the association between mindfulness and conspicuous consumption. The results reveal significant differences in conspicuous consumption between the two groups and show that dispositional mindfulness is negatively related to conspicuous consumption in both the samples. Further, mediation effects are confirmed and plausible feedback loops are also identified. The empirical investigation may be useful in understanding the mechanism through which mindfulness works as an antidote to conspicuous consumption, a behaviour which is often seen as detrimental to wellbeing