Assessing the effect of mindful consumption towards residents’ well-being with the mediation of brand loyalty and self-brand connection in tourism

Abstract

'Mindful consumption’ in tourism services helps to create a positive experience for the consumer by enabling the latter to effectively utilise the resources available at the tourist destination. While numerous studies have explored the idea of mindful consumption, most of them have largely examined the overarching concepts. In contrast, this study focuses on evaluating the effect of mindful consumption in the tourism sector on the residents’ well-being of the tourist destination using Stimulus-Organism-Response (SOR) Theory. A mixed method was used to evaluate the impact of the antecedents of mindful consumption on residents’ well-being of the tourist destination. A qualitative and quantitative study was also conducted to test the proposed conceptual model. The study extends the SOR Theory with new and novel constructs in the context of tourism. It also lists managerial implications for travel agents and providers of tourism services to attract consumers endowed with a high environmentally sustainable attitude and self-consciousness.